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History & Why It Needs Rebranding Logo, Branding History & Why it needs Rebranding Logo, Branding & Presentation Sandra Cruz History & Mission ● Wet n Wild makes products for all types of beauty lovers, inclusive of all ages, ethnicities and skin colors. ● Wet n Wild launched in 1979 in Brooklyn, NY. ● It was purchased by Markwins and relocated to Los Angeles in 2003. ● Known for its Inexpensive cosmetics ○ Makeup & Nail polish ● Mission is to help millions of people feel more beautiful and confident. About Markwins Beauty Brands ● The company, founded in 1984 by CEO Eric Sung-Tsei Chen, ● Stands today as one of beauty's largest privately-held firms and is recognized within the industry as a top "brand builder." ● Work with other cosmetic brands: ○ Physicians Formula ○ Black Radiance ○ Lip Smacker ○ Bonne Bell The Consumer ● People of all ages, (mostly people under 24 years old and mothers) ● Mostly Hispanics ● Those who make under $20K/ year ● No college ● A lots of kids ● They shop mostly in the afternoon ● Fill their carts with 21+ items when shopping online, with an average of $21.44 spent Compared to other Brands Competitors: ● Revlon ● Covergirl ● Maybelline ● Loreal ● E.l.f cosmetics ● Milani ● NYX ● Physicians Formula Strengths ● Inexpensive ● High quality product (good colors & texture) ● Lead free ● Good In store Promotion ● Nice website Weaknesses ● Lack of promotion and marketing ● Plain packaging ● Only sold in drug stores instead of including Malls and retail stores. Where Wet n Wild is now… Currently in the same place, sticking to drug stores and not expanding. But they are working on Brand Awareness (new ad formats) , and looking to attract new consumers. ● This cosmetics company tested photo ads against video ads in a Facebook split test and found video ads performed best, with 16% higher recall for the video ad compared to the photo ad. Wet n Wild is …. ● Timeless ● Dependable ● Accepting ● Caring ● Colorful ● Inexpensive ● Bold ● Energetic ● Fearless ● Empowering Recommendations for New Rebrand ● Changing Company Name ● Changing Logo, removing the “n” ● Changing packaging, simplify down to series ● Stronger organizational system is needed in presentation ● Marketing ○ Start advertising online and on TV to gain more potential customers ○ Sell products in retail stores Packaging goes in to many directions Summary Wet n Wild has a lot of potential to expand, I will be researching more on their history and if they plan to make any big moves in regards to more advertising like a tv commercial. I will also be researching: ● typefaces ● Colors ● in store marketing system ● New Name ● If a new rebrand would increase prices of products.
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