Online Exclusives

A New Year, A New Wet n Wild

By Nancy Jeffries, Contributing Editor | December 16, 2009

Colors cosmetics brand rolls out dozens of new products and gets a makeover too.

Markwins is shaking up the color cosmetics category with a makeover for 2010, as Wet n Wild unveils 80 new products, modern packaging and a new tagline.

According to Shawn Haynes, senior VP-sales, Markwins Beauty Products, Inc., “Wet n Wild’s brand value will be maintained, with price points remaining at .99 to $5.99. What has changed is while the brand has remained true to its value, it has evolved into a prestige value brand, which is captured by the visual imagery, new packaging and new technologies.”

Its new tagline, “Glamourous every day, Fabulous every way,” captures the brand’s message.

Haynes, speaking at the product launch in New York City, held last month at SoHo’s Openhouse Gallery, noted the presentation of the brand’s major franchises, including the latest additions for 2010. He cited Megalast Matte Lip Color, a four-hour long-wearing color with a semi-matte, crème finish, enhanced with hylauronic microspheres for moisture and adhesion, and a polymer complex for cushion-like texture, plus Co-enzyme Q10 and vitamins A and E to smooth lips, for $2.99, in such colors as Cinnamon Spice, Red Velvet and Just Peachy. In addition, he introduced Megalast Nail Color, $1.99, with a proprietary mineral and calcium complex to fortify and rebalance, and a new resin polymer system, to create long lasting color adhesion and five days of chip-resistant wear.

 
Wet n Wild's new Megalast color cosmetics collection.
Additional entries included Megaplump Mascara, for instant volume, $3.99; Megaplump Waterproof Mascara, $3.99; Megavolume Mascara, $2.99; Megaprotein Mascara, $1.99 and Megalength Mascara, $2.99; to modernize the range of mascara options; and the Color Icon range, including Color Icon Eyeshadow Single, $1.99; Color Icon Eyeshadow Trio, $2.99; Color Icon Eyeshadow Palette, $4.99 and Color Icon Blusher, $2.99; with a new oil-free formula and blended nylon powders for long wearing, blendable color, Color Icon Bronzer, $2.99, for a golden glow, in a pressed compact design, plus Wild Shine Nail Color, in new colors of the season, including Jezebel, Blue Moon, Wild Card, Sunny Side Up and Metallica, for .99 each.

 
Shawn Haynes, senior VP-sales and Anita Jennison, marketing director, Markwins Beauty Products, Inc., at the Wet n Wild launch.
Wet n Wild, which has been making prestige-inspired color cosmetics for more than three decades, is a division of Markwins North America. According to Haynes, the brand is poised for growth in 2010.

“We’ve owned the brand since 2003. It’s my seventh year with it and I feel completely satisfied with the new products, presentation and exquisite positioning. This year I feel so confident with what we’ve put together. Markwins Beauty Products Division is planning to grow top line sales by 18%, and this collection has elevated the positioning of the brand with its three new franchise categories, Megalast, Color Icon and Mega Mascara,” said Haynes.

 
The Mega Mascara Collection from Wet n Wild.
The event featured a trio of models on the runway demonstrating the new Wet n Wild makeup looks, and a performance by UK singing star Carmen Reece. The Wet n Wild 2010 Collection will be available at mass market retailers nationwide beginning in January 2010. Additional information may be found at www.wnwbeauty.com.


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