NEW YORK — At a time when mass market skin care prices are going through the roof, Wet n Wild is bringing value to the category.
With the launch of Wet n Wild Fresh Face Skincare and Fresh Face Skincare Acne, the company hopes to duplicate its color cosmetics success in skin care. Pricing on the 11 stockkeeping units ranges from $3.99-$5.99. In comparison, some drugstores are now offering items priced as high as $100.
"We aren't trying to trade consumers down," explained Tina Perez, vice president of marketing for Markwins International Corp., Wet n Wild's parent. "We are trying to bring new users who would love to buy skin care, but have to spend money on other needs." Many busy young women and moms find budgets are stretched tight with buying gasoline, diapers or school supplies, she noted. Wet n Wild believes women shouldn't have to forgo good skin care.
"The only differences between our Fresh Face formulas and some very expensive department store brands are the price, the packaging and the label," said Kellie Lambert, an aesthetician and co-developer of Fresh Face. "Our formulas contain many of the same high-quality ingredients and, more importantly, deliver the same end result — beautiful, healthy skin."
Given the product's niche as a quality value brand, industry sources expect sales could exceed $20 million within the first two years.
Unlike many skin care regimens that offer a one-size-fits-all strategy, Fresh Face is divided into general skin care and an acne collection. Each offers a full range of skin care essentials including cleansers and moisturizers for all types of skin. The lineup is pH-balanced, non-comedogenic and dermatologist- and sensitivity-tested to be safe and nonirritating.
The system includes a gentle cream cleanser, a face wash, an exfoliating scrub, a refreshing toner and a total moisturizer. There is also a starter kit with trial sizes of the items. The acne system includes an acne daily cleansing scrub, an acne clarifying astringent, an acne spot treatment, a clear skin oil-free moisturizer and an acne skin essentials starter kit.
Wet n Wild suggests retailers merchandise the two systems side by side on the shelf, rather than segregating acne with other teen remedies. The thought is that not all acne is experienced by young women. Also, those using one line may eventually need the other.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)