By  on February 9, 2012

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.

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