the challenge

Cheap not chic. So was the perception wet n wild combatted in the cosmetic aisle. And had been for the past 35 years. While more affordable than its drugstore competitive set, the quality of wet n wild is on par, if not better. And its on-trend palette rivaled that of department store brands. 

the solution

Showcase how wet n wild helps anyone recreate a look they love for less with the brand's criminally large number of shades and colors through the integrated “Steal the Look” campaign.

Spot

L.A.'s own David LaChapelle directed the hyper-glam, hyperbolic national commercial featuring people to great lengths to steal the look.

App

The brand's first-ever app empowered people to lift any look they loved for less by simply taking a picture of it. It would share which wet n wild products were needed to recreate the look without have to spend tons of fun funds. To build buzz at launch, we turned to beloved beauty blogger Dulce Candy to review the app, inspire social chatter and downloads.

iHeart Radio Event: wet n wild Beauty Hideout

The brand hit the iHeartRadio music festival in Las Vegas to amplify efforts. As part of the larger music event, there was an outdoor festival featuring acts like Iggy Azalea, Megan Trainor and Neon Trees. We set up the wet n wild Beauty Hideout to help music lovers steal the makeup looks of their favorite artists with free samples and makeup artists.

We also partnered with the CW network to help promote the app through a series of bumps featuring Arielle Kebbel of The Vampire Diaries, which aired on the networks re-broadcast of the event the following week.

Team

My role: Creative Director + Writer

Group Creative Director: Nina Orezzoli

Art Director: Emily Taylor

Designer: Lindsay Wright

Producer: Lauren May