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Markwins International.

Markwins International

22067 Ferrero Parkway, City of Industry, Calif. 91789

Phone: (909) 595-8898 Fax: (909) 595-8820


Key contact: Brian Talbot, vice president of marketing

CITY OF INDUSTRY, Calif. -- Some 30 years ago, Markwins International set the standard for the design of expertly crafted cosmetics and the creation of sought-after beauty care collections.

The originator of such popular brands as wet n wild, Markwins continues to be a standard-setter and has ramped up its successful marketing efforts with such moves as the appointment of global pop culture icon Fergie as global beauty ambassador for the wet n wild lines.

Even as Markwins continues to deliver value to budget-minded consumers, the well-capitalized company has been able to expand into the mass prestige, or "masstige," market with the $75 million acquisition of Physicians Formula Holdings Inc., an innovative cosmetics and skin care company.

One reason Markwins resonates so well with consumers is because it stays close to its markets.

"We are continually monitoring consumer concerns and trends," says Brian Talbot, vice president of marketing at Markwins Beauty Products. "For example, despite some signs of an economic recovery, many shoppers continue to feel pinched, and they are taking steps to stretch each paycheck."

Talbot notes that Markwins has adjusted to this by taking such steps as implementing coupon and promotional campaigns, in addition to offering other incentives. Consumers are responding in a positive manner, he adds, which helps to give the company the confidence to continue its policy of investing in product development and placement.

"I'm pleased to report that legacy SKUs like Nail Dryer--which delivers a salon-worthy manicure in minutes and features six chic nail polishes--continue to do well in the marketplace," reports Talbot. "But this kind of success does not diminish the need to keep in front of the market, which we're accomplishing with such new nail product launches as Megarocks Glitter Nail Color."

Megarocks features a smooth, long-lasting formula in an array of shades, with a "chunky glitter" that dries with a sleek, even texture. The sealed-in lasts all night long and can be worn on top of a woman's favorite nail color for additional shine. But it can be also used alone for a "head rush of sparkle."

For some time, nail was the "hot item," Talbot says. "But we also conducted research to determine the next hot category."

As part of its proactive strategy, Markwins continues to look ahead and consider where the market is going. "Right now lips are the 'hot' item," Talbot reports. "And we're filling the need quite nicely with our Megaslicks Balm Stain."

Mega Slick Balm Stain, a series of SKUs under the wet n wild line, lets individuals amp up their lips with one stick, gliding on smoothly while conditioning lips and delivering a "kissable pout."

In 2014, Markwins Beauty Products is adding another promotional tool. "We're proud to announce wet n wild's first ever national TV, print, digital and radio ad campaign," says Talbot. "Our national TV spots air around The Voice and the IHeart Radio Music Festival, and the digital play includes top cosmetics influencers, paid ads and what we think is the most fun and interactive app in the cosmetics category."

In addition to the advertising campaign, Markwins is working on enhancing customer-interactive promotional displays and planogram programs. "We look forward to working with retail partners on these advertising, promotional and new product initiatives," Talbot says. "These kinds of efforts deliver benefits to all parties."
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Title Annotation:Vendor Close-ups; company profile
Article Type:Company overview
Date:Oct 20, 2014
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