A foundation for the perfect selfie

Markwins International is enjoying double-digit sales gains in most of the beauty categories where it competes. To keep the momentum going, the company revealed the latest items in its Wet ‘n’ Wild arsenal for the first half of 2017 including a collection for the perfect selfie.

Markwins racked up a 50 percent increase in mascara and more than a 200 percent incline in body accessories where its Color Icon is tracked for the first half of 2016, according to IRI data for multiunit doors. Those were just a few of the categories with meteoric gains. In total, Wet ’n’ Wild is on track to generate U.S. retail sales north of $200 million in 2016, up from $174 million in 2015.

Wet ‘n’ Wild is eyeing expanding its market share in other key cosmetics sectors, especially face. Markwins’ foundation business is already healthy, expanding more than 13 percent for the first half of 2016. But the company has big goals for its latest introduction targeted to the social media set.

“Did you know the average Millennial takes almost 26,000 selfies in their lifetime? It was very high on our priority list to take a completely different approach to our product development and testing to ensure that our new makeup is truly camera-ready makeup,” said Evelyn Wang, senior vice president of marketing for Wet ‘n’ Wild Cosmetics at Markwins International.

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Setting up in exhibition space at National Sawdust in Brooklyn last week, the company showed lighting vignettes to prove its new Photo Focus Collection passes any selfie photography test.

To ensure its consumers don’t get a “photo fail,” the company developed formulas to work well in front of the camera. “We put them through a rigorous 700 selfie test,” Wang said. All the products in the Photo Focus line were tested on real women under the seven different lighting conditions, with and without flash, and on the most popular smartphones, with more than 700 selfies taken to validate the results.

According to the company, white particles in face makeup reflect light released by flash photographic which creates a white caste in photos. Wet ‘n’ Wild’s lineup has a light-adjusting complex said to eliminate the issue while also tapping a blend of powders of unique sizes and shapes to diffuse light. The range is available in 20 oil-free, paraben-free, sulfate-free and fragrance-free shades retailing for $5.99. Available in foundations, powders and concealers, Photo Focus will be on shelves in January in major food, drug and mass doors.

Mascaras will again be a focal point for the Wet ‘n’ Wild brand with the latest innovation called Lash Renegade. A new brush designed to provide volume and length while also moisturizing lashes is among the benefits, along with an eye-catching package. It is also fragrance free, gluten-free, cruelty-free and vegan. It retails for $5.99.

A third product classification drawing a crowd at the event was makeup sticks. Wet ‘n’ Wild’s new multi-use Mega Glo Makeup Sticks can be used concealers, for contouring, as a blush and for strobing. The cream to powder formulas allow for blendable application. They contain macadamia derivative plus coconut oil to boost moisture while conditioning and soothing skin. The retail is $3.99.

Heeding retailer requests for exclusives, Wet ‘n’ Wild unveiled a special cushion product collection for Walgreens. Using the latest technology first launched in Korea, the company is launching Mega Cushion Contour, Mega Cushion Highlight and Mega Cushion Soft Matte Lip Creams.

For Wal-Mart, Wet ‘n’ Wild has exclusive Mega Cushion Color Correctors available in four shades. This is the first of its kind for the value brand.

Other new cosmetics debuts included Mega Last Liquid Catsuit Matte Lipsticks, Perfect Pout for lips, Mega Last The Saving Base Fortifying Base Coat and Mega Last Hard As Ice Top Coat.

Entering the bubbling micellar water business, Wet ‘n’ Wild has a new Makeup Remover Micellar Cleansing Water. The all-purpose, gentle makeup remover takes away even the most stubborn waterproof makeup. It can be used on face, eyes and lips. It brings a value price point to the booming category at $4.99.

A common thread among the items is a callout signaling the company doesn’t use animal testing. Also more of the portfolio sports vegan formulas. “We are very passionate about our cruelty-free/PETA-approved status. A lot of our consumers have also asked us to take this one step further and not only be a cruelty-free brand, but also provide more products with vegan formulas. We are listening. This year alone we are launching 85 new products, 73 of them being vegan…that’s 86 percent our new launches that are vegan-friendly,” Wang said.

The company built upon its Stay Wild tagline introduced last year with the addition of Generations of Wild. The campaign features Alessandra Garcia, Corinne Fox and Ireland Baldwin. The “Generations of Wild” campaign will be placed in store displays, and digital and print outlets.

Like many beauty companies, Markwins is seeing an explosion on social media with its total of  followers expanding 300 percent over the past 18 months.

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