NEW YORK — Wet ‘n’ Wild is amplifying its roar in the value cosmetics arena with new products, expanded doors and upgraded marketing efforts.
These moves come on the heels of Markwins Beauty Products Inc.’s efforts to focus on the cosmetics brand. As part of that initiative, Markwins has sold off minority-positioned brands, such as Tropez and Soho.
The new products, shipping for early 2011, will build upon momentum amassed by new packaging and a fresh planogram finalized this year, according to Anita Jennison, marketing director for Wet ‘n’ Wild. With a goal of helping retailers boost productivity, Wet ‘n’ Wild self-edited its assortment and created an easier-to-shop layout. The moves come at a time when retailers said there is more interest than ever in lower-priced color cosmetics as consumers do more with less.
Now the firm is unleashing what it hopes could be some of its biggest debuts. The splashiest are MegaLash Clinical Serum and MegaLash Clinical Mascara. “We aren’t the first with a serum,” acknowledged Jennison, “but we are bringing innovation to consumers at a value.” The serum will retail for $6.99; the mascara for $4.99. They will be launched in a combination package to encourage trial. Thanks to big growth in mascaras and a merchandising system housing all mascaras together and identified by type, Wet ‘n’ Wild made huge gains in grabbing market share in mascaras, said buyers, who estimated mascara growth of more than 50 percent for Wet ‘n’ Wild over the last year. For 2011, Wet ‘n’ Wild is adding a MegaLength Waterproof Mascara priced at $2.99.
Jennison said eye makeup products were a big growth opportunity for the company last year, especially as shoppers looked to trade down in price points.
Wet ‘n’ Wild will augment last year’s Color Icon shadows with more vibrant hues. In trios, the new shades have 30 percent more pigment and pearl effects for a bolder payoff. The trios offer three complementary shades and a “How To” map on the package. Joining the Color Icon franchise is a brow and eyeliner, a shimmer pencil and a retractable eyeliner. In lips, Wet ‘n’ Wild will add sheer gels and a lip liner.
Another huge initiative for early next year will be in nail color, with a major push behind a fast-dry color priced at $1.99. The nail colors are in a unique, well-researched bottle and should put Wet ‘n’ Wild in contention with other nail-color brands, such as Sinful and Sally Hansen, buyers said. Midyear, the company is also at work with new items, including a pressed powder with SPF priced at $3.99.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)