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.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)