For over thirty years Wet n wild has created fun and affordable makeup, but it never had a voice to tell its story.
Leading the rebrand strategy I established its value prop and market position within a contemporary landscape. I then crafted its first brand story, tone and voice, and visual guidelines. I directed launch lifestyle photography and an elevated product photography library for both print and digital. Brand vision was then translated across retail, event branding, digital, co-branded partnerships and advertising.
Photography by Dominick Guillemot
Product photography by Eye Magic
Our Story
We were born in Brooklyn, U.S.A. in 1979 and we started with a big question: “Could we bring a high quality nail polish into the beauty market and only charge 99-cents for it?” The answer was YES, that’s exactly what we did. Over the years, Wet n wild continued to grow in to a full spectrum cosmetic line with over 400 shades and counting. But, it all started with that first nail polish which is still available today for 99-cents.
Remember our 80s blue lipstick? What about our 90s cult-fave mauve lip-liner? Do you remember using your mom’s lighter on one of our eyeliners at the back of the school bus? If so, you’re a Wild Child and we’ve grown up right along with you. Fast forward and we’ve moved to Los Angeles. Though, we never forgot our original promise: always provide quality, always at an incredible price.
Custom necklace created with jewelry designer, Guillaume Pajolec, of LA’s iconic Han Cholo.
Environment friendly GWP tote.