Wet ‘n’ Wild believes it has a hit on its hands with Fergie, the brand’s first celebrity spokeswoman.
Wet ‘n’ Wild, a holdout from the celebrity fray, had largely been content to let its affordability and immense selection speak for itself, while its competition amassed star-studded rosters of spokespeople. But the recession spurred brands of all sorts to tout their value propositions and blunted the Markwins Beauty Products Inc.-owned brand’s point of differentiation. By breaking with its historic precedent and signing Fergie, Wet ‘n’ Wild is going on the offensive to reinforce its place in beauty aisles as the playful, inexpensive choice for color that spans the spectrum.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)