NEW YORK — Upping the retail price of a cosmetics line by a dollar may not seem like a whole lot. But for Wet ‘n’ Wild, a brand built around 99-cent and $1.99 lipsticks and nail polishes, it is a very big deal.

Starting in January, retailer spring resets will contain many products priced at $2.99. The new pricing tier is part of what executives are calling a "brand conversion" that also brings in 78 new stockkeeping units. Wet ‘n’ Wild had tested many of the items and the higher tags in seasonal promotions this fall. A nearly equal number of slower movers have been sliced from the line.

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