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AM Cosmetics' Wet 'n' Wild revamping image in first move since acquisition.

This article was originally published in The Rose Sheet

Executive Summary

WET 'N' WILD REVAMPING INCLUDES NEW PRODUCT ONSLAUGHT of foundation, hair pomades, colored body sticks and manicure treatments, all of which are expected to be available in March, AM Cosmetics said. The company plans to launch its new look for Wet 'n' Wild's expanded product line in the October college issue of Cosmopolitan. Ads will break with the new tagline: "Obey much, resist a little" and will be accompanied by a survey asking readers to answer the company's new slogan, "How Wet 'n' Wild are you?" In 1999, a multi-million dollar ad campaign will continue to promote Wet 'n' Wild's revamped image.
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