It was a party that would have made Stanley Acker proud. Acker, who passed away last year, was the creative force behind Wet ‘n Wild cosmetics. New owners, Markwins, honored the brand last night by showing products through the decades and launching a bevy of new items for 2009.
Shawn Haynes, senior vice president marketing and global brand development, started out with the founding year — 1979. “The economy was bad then, too, and the founders had the foresight to create a 99 cent line,” Haynes said as he pointed to a table of original packages highlighted by artifacts of the time, such as Elton John’s “Captain Fantastic” album.
As the economy improved, Wet ‘n Wild maintained budget pricing, but colors and products reflected the Madonna influences of the Eighties, the “Sex and the City” style of the Nineties, leading once again to the need for quality at value prices with the lineup for 2009.
Beauty editors sipped on drinks appropriate for the decades such as Cosmos from the Nineties. Many, of course, were not even born when Wet ‘n Wild debuted.
Wet ‘n Wild has a fascinating history and is an example of a brand with amazing staying power. Despite being bounced around from myriad owners, the name is still recognized by women as fashionable colors that won’t break the bank. Wet ‘n Wild was merged under the same company that owned budget rival AM Cosmetics, but management quickly discovered that Wet ‘n Wild could be the stronger of the two and efforts were put behind that brand.
Markwins has done much to honor the history, while freshening up the brand. Among the highlights of the new items are: *Lash Intense Mascara — a mascara with a brush that defines, separates, lengthens and volumizes lashes. *MegaEyes Crème Eyeliner — inspired by higher-priced premium brands, this blendable cream liner doubles as an eye shadow. *I-Sparkle Eye Shadow — A palette of shimmery color worn individually or blended. *Ultimate Minerals Eye Shadow — A sheer wash of color in a loose-powder mineral shadow.
Markwins’ executives also said its Beauty Benefits line was getting more distribution and will shortly be added to Duane Reade in a special wing. The company mentioned other big news to come, including an adjusting foundation, midseason launches and news for its blockbuster kits. The firm is out to prove it will be around to celebrate its 40th anniversary in 10 years. People, Place and Things
A few words with Pericles Stamatiades, chairman for Beauty Care at Johnson & Johnson. Though beauty care is a small percentage of Johnson & Johnson’s $60 billion-plus portfolio, Stamatiades stressed the multibillion-dollar business is the fastest-growing category within the pharmaceutical and medical device behemoth’s consumer division.
“The first opportunity is to grow where we are strong. Our antennae are up [for new opportunities], but there is still so much growth where we are [in skin care],” Stamatiades said. For example, the firm purchased Aveeno in 1999 and has since “tripled its sales,” but J&J “has not done all the work for it to be global,” he said.
“There are 50 percent of customers we have not met because we are not sold where they are [shopping.] There is another world out there. In China, you have to be sold in a department store. In Brazil, 60 percent of the market is door to door. I am a big believer of customized marketing,” he said.
What’s In Store
Aveeno Lathers Up: Aveeno has made its market in skin care with its natural positioning, now it hopes to do the same in hair with a new launch.
ECRM Does Dallas: This week’s ECRM show had a strong showing of retailers who told suppliers $9.99 is today’s magic price point and that they need to offer more products aimed at value-conscious consumers.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)