Posted by Sara Zucker on December 8, 2009 12:05 PM
For its 30th birthday, Wet n Wild is giving itself a makeover involving a sleek new look and three new product lines.
In January, 2010, the brand will introduce 70 eye, face, lip, and nail products with updated packaging, advanced formulas, and a new tagline: "Glamorous everyday. Fabulous everyway."
Wet n Wild hopes to appeal to a broader range of women while still keeping their signature low prices, which sounds eerily similar to the path carved by some Chinese beauty companies.
"We're elevating the look and feel of the brand to a whole new level," says Shawn Haynes, Wet n Wild's senior vice president of marketing and global brand development. "It's almost unbelievable when you see the quality that we can maintain for our value prices of $1.99 to $4.99."
Product additions for 2010 include three lines of makeup: One focuses on bold colors, another features a stay-put formula, and the last is a collection of lash enhancers that each deliver a different result.
The beauty line is found on the shelves of most major drugstore chains and is popular with tweens and adults who crave an assortment of products featuring on-trend colors and formulations.
On a personal note, I'm crossing my fingers that the collection doesn't include frosted pink lip gloss. It didn't go over well in my high school yearbook picture and I'm pretty sure it won't go over well now.