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LOS ANGELES — For the first time in wet n wild’s 35-year history, the beauty brand has launched a new, edgy campaign called "Steal the Look."
"This incredible moment is more than 35 years in the making for wet n wild," said Bill George, president and COO of Markwins International, which owns the wet n wild brand. "Wet n wild has always had a brilliant and beloved collection of trend-setting colors at the right price point — and now this brand campaign gives us a bold dose of moxie, making us an unstoppable force in the beauty marketplace."
Steal the Look app
Available for free, the iPhone- and Android-compatible app helps women nab any look they dare to wear in just a few swipes. The "Steal the Look" app will tell users which wet n wild products to use to re-create the look for less (all of wet n wild's more than 300 products are $6 or less).
How the app works
- Grab — Use your camera to capture a look or pull one from your camera roll.
- Tap — Select the lip and eye colors you'd like to steal from the look.
- Pick — Choose the skin tone that is closest to yours.
- Steal — Discover which wet n wild products you need for the look.
- Shop — Find a nearby store or shop online to pick up the wet n wild products.
David Lachapelle-directed TV commercial
The "Steal The Look" commercial combines the style LaChapelle is known for with the audacious personality of the wet n wild brand. Filmed entirely in Los Angeles, the spot demonstrates the range of potential looks the brand is capable of helping women create.
The commercial makes its broadcast debut during the Sept. 22 season premiere of NBC's "The Voice" and includes a voiceover by Ashley DuBose, a 2013 contestant.
Wet n Wild at the Iheartradio Music Festival
To help bring the campaign to life, wet n wild will head to the iHeartRadio Music Festival in Las Vegas on Sept. 19 and 20 as official festival sponsor.
The brand will invite all guests in attendance to visit the "wet n wild Beauty Hideout," located at the iHeartRadio Music Festival Village. Professional makeup artists will be on-site to demonstrate how the app works and create "Steal The Look" makeovers, while brand ambassadors hand out free wet n wild products. Celebrity guests Ellen K, Courtney Lopez and Courtney Bingham will be in the "Hideout" promoting the campaign. During the music festival, Fergie, award-winning artist and global beauty ambassador for wet n wild, will take the stage to promote the campaign.
Wet n Wild and 'The Voice' viewing parties In L.A., N.Y., and Toronto
During NBC's premiere of "The Voice," wet n wild will hold three viewing parties, in Los Angeles, New York and Toronto, simultaneously on Sept. 22. The three events will introduce some of the industry's top beauty bloggers, vloggers, makeup artists, style influencers and celebrities to the "Steal the Look" campaign.