Bringing Back Beauty Memories: How Kaplow Reintroduced a Beauty Icon to a New Generation

Sometimes the best way to make a brand feel new again is to bring back a little of what made people love it in the first place.

That was the idea behind Kaplow's Beauty team's recent influencer work with wet n wild, a brand that has been part of beauty routines—and makeup bags—for generations.

Our Beauty team tapped into that history with Bringing Back Beauty Memories, a nostalgic seeding experience inspired by summer break and the beauty products we grew up with. A yearbook-themed package invited media and creators to revisit some wet n wild favorites while getting acquainted with the brand’s newest launches.

And the nostalgia hit.

Recipients started sharing their own wet n wild memories: the products they used growing up, the favorites they still remembered and the excitement of seeing a familiar brand in a fresh way. It turned product discovery into something much more personal—and gave the brand’s latest innovations a natural connection to its decades-long history.

For us, that’s the sweet spot of driving relevancy. It’s not about living in the past. It’s about tapping into the affection that’s already there and giving people a new reason to fall in love with a brand all over again.

Because sometimes what’s old really can feel new again.