DeVries to make over US comms for wet n wild cosmetics brand

Parent company Markwins Beauty Products hired DeVries earlier this month.

LOS ANGELES: Markwins Beauty Products has appointed DeVries Global to serve as PR AOR for its wet n wild cosmetics brand, following a competitive review.

The agency will highlight the value-priced brand’s 35-year heritage by creating strategic, creative programs, according to a company statement. DeVries will work to raise brand awareness for wet n wild products and initiatives among Millennials, media, lifestyle influencers, and retailers.

Aminata Tall, director of communications for wet n wild, is a former DeVries employee and invited the agency to participate in the RFP, said Jessica O’Callaghan, EVP in the firm’s New York office, via email.

Earlier this month, DeVries won the account, which will run through the end of this year. However, O’Callaghan added via email that the firm is "looking forward to a long and healthy partnership."

The Interpublic Group agency will also collaborate with wet n wild’s marketing and comms teams as the brand develops an integrated PR and social media program.

One of its first projects is building buzz for wet n wild’s recently launched Global Beauty Ambassador program, which includes celebrities such as actress Kat Graham, singer Jasmine V, and actress Brianne Howey. The celebrities will be part of the brand’s integrated marketing campaign, including online, print, videos, advertising, social media, and in-store displays.

Budget information for the account was not disclosed.

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