Wet Lubricants Get a Makeover

Lila Gray

LOS ANGELES — Wet’s entire collection of personal lubricants and intimacy products will be getting new vibrant packaging in 2014.

The company says the new look has been designed to meet the merchandising and display needs of retailers while maintaining brand awareness for consumers.

In addition to the upcoming physical revamp, Wet Pheromone, Wet Gellee, Wet Original and Wet Flavored’s formulas have all been upgraded and are now paraben-and-glycerin-free.    

“Our goal was to combine just the right amount of familiarity with a cleaner look and a unique element you can't help but notice.” Wet Founder Michael Trigg said. “What remains the same is the exceptional quality of our products.”

“We wanted to capture the distinct brand personality that has always been the hallmark of Wet,” said Jennifer Martsolf, vice president of marketing. “We wanted to build on that bold, flirty personality. The new labels will resonate with a wide range of consumers — they’re sleek, fun and sexy.”

The new Wet catalog and label designs will be available for retailers and distributors at the ANME Founders Show July 13-15 in Burbank.