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Olson Wins Wet n Wild Beauty Account

Thirty-Five-Year-Old Value Brand Names FIrst Agency of Record

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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.

Wet n Wild signed Fergie for makeup line in 2012.
Wet n Wild signed Fergie for makeup line in 2012.

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.

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