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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Wet n Wild: For women seeking a sun-kissed glow, Wet n Wild introduces Color Icon Baked Bronzer and Color Icon Baked Eyeshadow - its first baked products. The pressed powder, available in Sizzle and Scorch, delivers a polished finish, firm says. "The baking process makes the product feel more luxurious by giving it a soft and silky touch and offering high color impact," according to a company spokesperson. "In addition, the Wet n Wild limited-edition baked products are marbleized which gives them a multi-dimensional color impact instead of being one flat color." To encourage trial, the company also is introducing Craze Mini Nail Colors in 12 vibrant shades such as Bora Bora, Bali and Maui, priced at $1.99 apiece. Firm is optimistic that consumers will collect colors and make multiple purchases of the limited-edition line in drugstores from May to August

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