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Wet n wild launches first-ever national brand campaign, app

BY Antoinette Alexander

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

  1. Grab — Use your camera to capture a look or pull one from your camera roll.
  2. Tap — Select the lip and eye colors you'd like to steal from the look.
  3. Pick — Choose the skin tone that is closest to yours.
  4. Steal — Discover which wet n wild products you need for the look.
  5. 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.

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HRG’s Dave Wendland to present videocast on need-based merchandising

BY Ryan Chavis

WAUKESHA, Wis. — Hamacher Resource Group VP Dave Wendland will present a videocast for retailers and suppliers sponsored by the Global Market Development Center on Sept. 23 at 1:00 p.m. The videocast, "Does Need-Based Merchandising Ease Confusion?," will highlight strategies for understanding the desires of consumers to better cater to their purchasing preferences. 
 
The videocast also will use examples from other industries to demonstrate the positive effect on register-rings that this unique merchandising approach can generate, according to HRG. 
 
“We’ll address a rather intriguing question: ‘Is category management passé?’” Wendland said. “But need-based merchandising isn’t about rocking the boat. It’s about crafting solutions that allow retailers to build relationships with, and attract and retain, loyal customers.”
 
Registration for the educational videocast is open now; there is no cost to participate. Viewers will also be invited to take part in a question-and-answer session following the presentation. 
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Pharmacists demonstrate value of pharmacist-provided care via Capitol Hill health fair

BY Antoinette Alexander

WASHINGTON — More than 50 Washington, D.C.-area pharmacists and student pharmacists administered flu shots and performed free health screenings on Capitol Hill on Wednesday to demonstrate the value of pharmacist-provided patient care services.

The flu shots, medication consultations and health screenings — including bone density, body composition, glucose, cholesterol and blood pressure — were given to more than 200 members of Congress, staff, aides and the general public in the Rayburn Foyer of the House of Representatives.

“America’s pharmacists are highly qualified to optimize medication use as an integral and essential part of the healthcare team,” said APhA EVP and CEO Thomas Menighan. “APhA thanks all of the pharmacists and student pharmacists who eagerly volunteered for yesterday’s health fair. Their service is a clear indication that we’re not only prepared, but eager and willing to work as part of that team. This event was a key step in our quest to give consumers access to pharmacists’ services. By demonstrating for Congress the patient care services pharmacists provide in their communities every day, we ensure these important figures understand the essential role pharmacists play in improving patient care and the healthcare system.”

The Congressional Community Pharmacy Caucus, the American Pharmacists Association, the American Society of Health-System Pharmacists, the National Association of Chain Drug Stores and the National Community Pharmacists Association hosted the health fair.

Several Washington, D.C.-area pharmacies and schools of pharmacy provided time and support to showcase the services pharmacists are providing in their communities, including:

  • Howard University College of Pharmacy;
  • Notre Dame of Maryland University School of Pharmacy;
  • Shenandoah University Bernard J. Dunn School of Pharmacy;
  • University of Maryland Eastern Shore School of Pharmacy;
  • University of Maryland School of Pharmacy; and
  • Walgreens.

“As co-chair of the House Community Pharmacy Caucus, I am proud to sponsor this event with Congressman Peter Welch in collaboration with the pharmacists who make a difference in the lives of patients every day,” said Rep. Austin Scott, R-Ga., co-chair of the Congressional Community Pharmacy Caucus. “Our pharmacists are not only medication experts who ensure patients receive optimal attention when it comes to managing their medications, but they are also helping to provide access to care for Americans, particularly those in rural areas, by including the type of health screenings provided at today’s event.”

“Pharmacists are the only health are provider some people in will see on a regular basis. There are pharmacists and drugstores in almost every small, rural community, while physicians, nurse practitioners and hospitals may be many miles away,” said Rep. Brett Guthrie, Kentucky, lead co-sponsor of H.R 4190, a bi-partisan bill that would increase patient access to pharmacists’ patient care services.

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