Markwins Wet ‘n’ Wild is diving into the mineral makeup market with Beauty Benefits, a new collection of color cosmetics containing lotus extract and marine minerals as the key ingredient.

Wet ‘n’ Wild is entering the mineral makeup race as the original mass contenders such as Physicians Formula, L’Oréal Paris and Neutrogena are still showing growth, according to Markwins executives.

“Consumers are more focused on health and beauty, and not just food-tied products in terms of the greening of the global economy,” said Shawn Haynes, senior vice president, marketing and global brand development of Markwins. “We saw an opportunity to target lower-income, beauty-focused consumers since there wasn’t anyone out there speaking to the Wet ‘n’ Wild customer. There are lots of ‘good for you’ products out there targeting higher-income customers, but those might already be people purchasing organic items, so this opens up the mineral category to a whole different audience,” he said, referring to lower-income customers who might not be able to afford pricier organic items.

According to Information Resources Inc., Wet ‘n’ Wild generated $67.7 million in sales in food, drug and mass stores for the 52-week period ended Dec. 2, a sales increase of 1.8 percent compared with the previous year. Sales figures exclude Wal-Mart.

According to Haynes, the positioning of the Beauty Benefits products focuses on a “good-for-you mentality,” while still incorporating glamour with a “fun Wet ‘n’ Wild edge.”

The Beauty Benefit range will be launched in February at Wal-Mart, Meijer, Pathmark and HEB. With items designed for the eyes, lips and face, the products contain Lotus Marine Minerals, a complex derived from lotus flower extract and marine and earth-derived minerals from kelp and seaweed. The golden seaweed is meant to restore hydration for up to eight hours, prevent inflammation and protect DNA against UV-induced damage, according to Markwins executives. Marine fennel is included to improve skin’s radiance, detoxify and restore the hydrolipidic barrier. Offering antiaging and antioxidant benefits that claim to be twice as strong as green tea, the complex is also designed to brighten the complexion and increase moisture up to 25 percent for up to eight hours.

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The new Beauty Benefits line is positioned to be an extension of the Wet ‘n’ Wild brand. Haynes said that instead of putting the new collection next to the regular Wet ‘n’ Wild items on store shelves, the company is hoping for a separate 2-foot display space for the new line, thereby positioning it with other “good-for-you” products. Retailing from $4.99 for Eye Brilliance Shimmer Sticks and Dual Effects Eye Pencils to $9.99 for Fresh Effects Foundation SPF 15, the items are priced 3 percent higher than the traditional price point.

Beauty Benefits will be supported with a regional print campaign, in addition to in-store promotions with visuals and makeup artists, and other efforts such as in-store mobile phone text messaging, where consumers can download an instant rebate coupon.

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