Hello Beauty Broadcast family! The release of Wet 'n Wild's limited edition Dream Weavers collection has prompted many people to hit their nearest drugstore in search of these lovely trios. Some people have been lucky in their search, others haven't. The collection was supposed to launch in mid-July... so why are some areas still waiting? And will it be a late arrival to some stores, or no arrival at all? These are the questions I asked one of my contacts with the company, and in less than 24 hours, I had a detailed reply. Here's the story in a nutshell...
It is up to the retailers as to whether they want to take these limited edition collections. I'm told every one of Wet 'n Wild's promotions is offered to every retailer they work with, and then the retailer decides the following...
- If they want to take the collection
- The quantity they want
- When exactly they want to put them out
- And which individual stores they'll be distributed to
Wet 'n Wild says some retailers might opt out entirely when it comes to limited edition collections, others might put them in only half of the stores. I'm told they sometimes get overlooked for bigger name brand collections.
Wet 'n Wild says while they advise retailers of their designated release date for such collections, some will put them out on time, others will go early, late, or sometimes they're just missed altogether. I'm told Wet 'n Wild doesn't have any say or control over this phase of the game.
So what is the solution? How can these limited edition collections become more widely available? Here's a direct quote from the company...
"Our best solution would be to advise all of our fans to let their retailers know they want wet n wild. While we are constantly in their ears, the consumer voice is 10 times more powerful than ours. With us trying our best with our retailers and with the added help of our consumers, we can make wet n wild much more available."
While many of us might not be pleased with the way the system works, at least we can all understand how the process goes, and what role we might play in getting more of our favorite products readily available. If you're reading this thinking- "what the heck are dream weavers?" -here's my video describing the six limited edition Wet 'n Wild eyeshadow trios. Thanks for stopping by the blog, and have a great day!