Wet ‘n’ Wild is entering Ulta Beauty this month for the first time.
On May 21, the Markwin’s-owned brand is launching its limited-edition Unicorn Glow collection on the retailer’s web site, one day after it bows at Beautycon in New York.
Priced individually from $2.99 to $5.99, Unicorn Glow includes the brand’s Mega Iridescent Lip Colors in Immortal Tears and Unicorn Soul; the Unicorn Highlighting Brush; Color Icon Loose Pigment in Mythical Dreams, Pegasus Flutter and Unicorn Wishes, and Color Icon Rainbow Highlighters — a viral launch from last year. There’s also the Unicorn Glow Set available — a box containing six products for $29.99.
The highlighters will be available on ulta.com and all products will be on Wetnwildbeauty.com starting May 22 until they sell out. And the brand is expecting that will happen fast, most likely before the end of May. Industry sources estimate sales for the Unicorn Glow collection could be up to $1 million in retail sales.
“It’s always been part of our strategy to have limited-edition collections,” said Evelyn Wang, senior vice president of marketing for Wet ‘n’ Wild. “It’s something we do to bring newness to our stores, but having our e-commerce channel allows us to be nimble and quick with innovation and trend.”
Wet ‘n’ Wild’s e-commerce site is growing rapidly — Wang noted it grew 400 percent from last year. And the brand has a healthy following on social media — 1.2 million followers. It is also experiencing growth at brick-and-mortar retail — Wet ‘n’ Wild’s Color Icon concealers, lip glosses and blush are tracking double and triple-digit growth in a market that is mostly down.
Launching products online first has been key to Wet ‘n’ Wild’s omnichannel strategy, Wang said. “When we launch on e-commerce, it helps create that awareness and buzz, and then a lot of consumers will go into the store looking for the product.”
Limited-edition products based on viral beauty trends have proven successful for Wet ‘n’ Wild. Last year, it launched the Color Icon Rainbow Highlighters, which sold 10,000 units on the brand’s web site in under an hour. After consumers on social media demanded a restock, Wet ‘n’ Wild rereleased the highlighters, launching it in brick-and-mortar stores as well. “We never say never when the consumer demands it,” Wang said.
She noted that the brand’s recent success in the sluggish mass makeup market is three-pronged. “It’s about innovation at an affordable price, compelling social content and availability on e-commerce,” Wang said. “It starts with products and having things like the unicorn box that allows you to tell a great visual story, and that makes it easy to translate to social media and then the next logical step is for the consumer to complete the e-commerce cycle and make a purchase online.”