Wet n wild touts tech, value

CITY OF INDUSTRY, CA: Beauty brand wet n wild has launched a campaign to promote additional products that launched in January, emphasizing the products' technology, ingredients, and value to consumers. As a separate initiative, the brand is leveraging its 30th anniversary to reach key trade media and retail partners.

CITY OF INDUSTRY, CA: Beauty brand wet n wild has launched a campaign to promote additional products that launched in January, emphasizing the products' technology, ingredients, and value to consumers. As a separate initiative, the brand is leveraging its 30th anniversary to reach key trade media and retail partners.

The cosmetic brand, working with AOR Creative Media Marketing (CMM), is educating consumers about the new products' natural ingredients via consumer media outreach, sampling, and in-store demos of the products, said Shawn Haynes, SVP of global marketing at Markwins International, the parent company of wet n wild.

“Consumers have never been as savvy about ingredients as they are today,” he said. “We need to give the ingredient benefits, make it clear why ingredients are in the product, and what consumer will achieve by using it.”

Although the brand is not overt about its 30th anniversary in its consumer outreach effort, it is leveraging the milestone in the distinct initiative to reach trade publications and retailers. The company is conducting a beauty trade media outreach program, events, and giveaways, as well as looking into partnerships with relevant publications and brands also celebrating their anniversaries, said Andrea Snyder, senior account executive at CMM. Snyder declined to discuss the partnerships or the budget at this point.

“The goal is mostly to publicize the fact that wet n wild is a long-term and trusted brand that...stays relevant and keeps prices down,” said Andrea Snyder, senior account executive at CMM.

New products include mascara, lip gloss, and powder, among others.

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