Wet n Wild Beauty has named Olson, Minneapolis, as its first agency of record for broadcast, digital, social-media and data analytics following a national search.
The 35-year-old mass-market value-priced beauty brand made a splash with its 2012 signing of Fergie of the Black Eyed Peas as spokeswoman and namesake for a line of products. And it's seen three straight years of sales growth in a U.S. mass beauty market that's seen slowing sales in the past year.
Spending wasn't disclosed, but Olson in statement said Wet n Wild will launch a "multimillion-dollar paid-media investment."
"Our brand is in a great position to reach out to a broader audience," said Bill George, president and chief operating officer of Los Angeles-based Markwins Beauty Products, owner of Wet n Wild. "Of all the agencies we talked to, Olson's team best understood our circumstances and laid out the most compelling vision for our future."
Wet n Wild is one of seven AOR assignments Olson has won since Sept. 1, including Sharp Electronics, Supercuts, Commerce Bank and Aurora Health Care.