L.A.-Based wet n wild Beauty Gets Criminally Gorgeous With Its First-Ever National Brand Campaign & Innovative App: "Steal The Look"

LOS ANGELES, Sept. 18, 2014 /PRNewswire/ -- For the first time in the brand's 35-year history, wet n wild® (www.wnwbeauty.com) launches an edgy, audacious and brassy new campaign this week called "Steal The Look." Based on the insight that women look to makeup for transformation, empowerment and play, the brand known for its criminally large number of colors is set to help women lift any look they love—from a high-fashion cover model to a friend down the block—and re-create it for less.

"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 simple swipes (see steps below). The "Steal The Look" app will tell her which wet n wild products to use to re-create the look without spending a pretty penny (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 to dupe the look.
5. Shop - Find your favorite 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 revolutionary style LaChapelle is known for with the audacious personality of the wet n wild brand. Filmed entirely in L.A., the spot demonstrates the range of potential looks the brand is capable of helping women create—all through a colorful crime spree of women stealing other women's look.

"The looks we created for the wet n wild commercial are bold, daring and sassy," said Christopher Ardoff, renowned celebrity makeup artist. "If there's a look you absolutely must dupe, start with the Steal the Look app. It'll tell you exactly which wet n wild products you need to make it yours."

The commercial makes its broadcast debut during the September 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 September 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 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 carried out in Los Angeles, New York, and Toronto simultaneously on September 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.

About wet n wild®

For over 30 years, wet n wild^® has kept its promise to be the trusted beauty destination for women, inclusive of all age, ethnicity, skin color and economic status. As trendsetters in color and leaders in package design, no other brand delivers a better product for a better price. A division of Markwins Beauty Products located in the heart of Los Angeles, wet n wild^® continues to be the top-selling value brand in North America by balancing accessibility and quality—giving women the confidence and freedom to express themselves.

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SOURCE wet n wild