City of Industry, CA
Sales: $482 million.
Key Personnel: Eric Sung-Tsei Chen, chief executive officer; Bill George, president; Martin Toh, general manager; Eric Weeks, vice president, sales; Brian Talbot, vice president, marketing.
Major Products: Cosmetics brands including Wet n Wild, Black Radiance, Tropez, The Color Institute, The Color Workshop, The Spa Workshop, Disney Princess/Fairies/Minnie, Barbie, Monster High.
New Products: Wet n Wild Color Icon Eyeshadow Collection (eight-pan), Color Icon Shimmer Single, MegaShield Lip Color SPF 15, Juicy Lip Balm SPF 15, MegaLast Salon Nail Color. To be launched: Fergie Nail Color.
Comments: Markwins International is poised to follow-up an unprecedented 2011 with an even more successful 2012, led by leading brands Wet n Wild, Black Radiance, Fantasy Makers, The Color Institute and The Color Workshop, according to the company. Wet n Wild continues to grow at anastounding rate, with double-digit unit and dollar growth for 18 consecutive months.
Markwins has expanded the Wet n Wild color cosmetics brand.
Wet n Wild got “Fergalicious” for 2012, as the Grammy award winning pop superstar is serving as the brand’s global beauty ambassador.
In addition to a multi-year, worldwide campaign that includes promoting Wet n Wild products via promotional materials, plano-grams and retail/customer events, the brand will introduce Fergie signature lines by Wet n Wild, exclusive collections that will be a reflection of the singer’s rock-star glam style.
“Fergie’s approach to beauty and style is an ideal representation of our brand. She has the unique ability to go from hip, edgy and sexy to red-carpet glamorous. Her versatility and range is perfectly aligned with Wet n Wild,” said Bill George, president and COO of Markwins Beauty Products.
Other advertising and partnership ventures Markwins will embark on in the coming year will be a robust advertising plan, quadrupling its national print advertising budget to feature a minimum of four FSIs (free-standing inserts) in publications and a national television campaign with leading Spanish-language network Univsion, according to the company.
This year, Markwins signed a deal with DMV Diedrichs Markenvertrieb to launch the brand in Germany. The collaboration targets drug and mass retailers.