A Brand’s Take on Color

Not every innovation is new. “Unique and interesting isn’t always a totally new product concept,” said Anita Jennison, marketing director, Markwins Beauty Products—owner of, among others, the Wet n Wild brand. Many times it is older products that need to be rejuvenated in some way. “You need to constantly be thinking and reinventing your products,” she explained. “We have to find ways to measurably sell smarter ideas for new products, and market our messages in a way that will keep our brand growing.”

The Markwins brand has gone through a bold makeover, implemented in February 2010, in an attempt to catapult the brand into a “prestige value” line. The, “Glamorous Everyday, Fabulous Everyway” brand strives to be playful yet sophisticated in its 70-plus new product introductions. “We gather our inspiration from many diverse global arenas such as fashion, textiles, interior design and street culture,” explained Jennison. “We go beyond merely identifying trends, we look at what is happening with women’s buying behavior and the social economic times. We look at what is inspiring and we apply those findings to practical use and meaningful market intelligence like color palettes and package silhouettes.”

The brand is incorporating innovation from prestige-level care and making it applicable for the mass consumer at an attractive price point, according to Jennison. Through consumer research, the brand understands consumers equate quality with long-wearing products. The Wet n Wild Megalast line addresses that consumer need. The Megalast Lip color is made with hydrating hyaluronic microspheres to provide extraordinary adhesion to lips, and Megalast Nail Color incorporates a revolutionary resin polymer system that creates exceptional color adhesion to nails.

In terms of color, Jennison is seeing how the matrix of color like high-definition and multidimensional color strikes nail polish and eye categories. While face is still played down and a minimalistic approach is taken, the photo finish porcelain china doll face is still appreciated. You will see that all color palettes will have playful schemes with daring pops of shocking color, yet at the opposite end of the spectrum, a neutrality, particularly because of the Twilight movie* effect—it is truly a dichotomy of forces.

* See “Licensing in Color: Movie-inspired Makeup” and “2010 Beauty Packaging Identity Trends” in this issue for more on the Twilight side of the color spectrum.