{"success":true,"data":{"pressRelease":{"id":"160747","rtpr_id":"nPn8brRG4a-20261005","ticker":"EPC","exchange":"NYSE","all_tickers":["EPC"],"title":"Wet Ones Clarifies Their Usage with New \"Just For Hands\" Campaign","author":"PR Newswire","published_at":"2026-10-05T14:00:05.243Z","article_body":"Wet Ones Clarifies Their Usage with New \"Just For Hands\" Campaign\nPR Newswire\n\nSHELTON, Conn., Oct. 5, 2026\n\nThe Brand Takes Over New York City with Playful Reminder: No Ifs, Ands, or\nButts\n\nSHELTON, Conn., Oct. 5, 2026 /PRNewswire/ -- Edgewell Personal Care Company\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=3144509039&u=https%3A%2F%2Furldefense.proofpoint.com%2Fv2%2Furl%3Fu%3Dhttps-3A__edgewell.com_%26d%3DDwMGaQ%26c%3DeuGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM%26r%3D7Nz7bhTlXyWUnx7LsT-Z-XMR2oLvBRSnHtpvPjp59x5o7bGeO_3JaEuj3SU_8rb5%26m%3DYrO1GfKyjsy0Kqg8b5a5RWomSt5LzI4VrYVfH-2HILvIuA_aL61OdHIyDVJHomnf%26s%3DOWaAteCteqSFVo6x3OUIvv4eHSap8b1l1GuFPxXmob0%26e%3D&a=Edgewell+Personal+Care+Company)\n(NYSE: EPC) -- Wet Ones has always been made for one thing: hands. So when a\nrecent OnePulse consumer study revealed that more than half of Americans have\nadmitted to using a hand wipe on an intimate area, the brand saw an\nopportunity to turn an unexpected insight into an unforgettable reminder.\nEnter \"Just For Hands\", a bold new campaign using humor and visual double\ntakes to reinforce one simple message: Wet Ones are made just for hands. No\nifs, ands or butts.\n\nFor more than 50 years, Wet Ones has helped refresh and clean hands, making\nhand hygiene easy and convenient wherever life takes you. Designed for\neffective cleansing without compromising skin care, these antibacterial hand\nwipes kill 99.99% of common bacteria, provide up to 8 hours of moisturization,\nand feature a gentle formula made with a touch of aloe.\n\n\"As Wet Ones' first major campaign in years, we wanted to come back in a way\nthat felt bold, unexpected and unmistakably us,\" says Veronique Mura, General\nManager/Sr. Vice President, Body & Skin at Edgewell Personal Care. \"We saw\nan opportunity to have some fun, push the creative and get people talking -\nall while reinforcing a simple message rooted in what Wet Ones has always been\nabout: hands.\"\n\nWet Ones set the campaign in motion with a celebrity \"scandal\" designed to get\nthe internet talking. Late last week, a seemingly revealing photo of\ntelevision personality and entrepreneur Kyle Cooke\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=706866804&u=https%3A%2F%2Fwww.instagram.com%2Fimkylecooke%2F%3Fhl%3Den&a=Kyle+Cooke)\n surfaced on celebrity gossip account DeuxMoi\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=1779543750&u=https%3A%2F%2Fwww.instagram.com%2Fdeuxmoi%2F%3Fhl%3Den&a=DeuxMoi)\n, sending fans into speculation over what appeared to be his bare backside.\nThe catch? It wasn't his butt. It was his hand. The playful bait-and-switch\nset the stage for \"Just For Hands\", bringing the campaign's optical illusion\nto life before Wet Ones officially revealed what was really behind the buzz.\n\nTo develop the creative campaign, Wet Ones partnered with BBH USA and\nphotographer Ale Burset, winner of more than 60 Cannes Lions. The result is an\noptical double take: posed fingers, palms, and knuckles composed to read as a\nrear view. Brought to life at scale across New York City, the provocative\ncreative plays with perception, transforming an everyday hand into something\nunexpected and nearly impossible to ignore.\n\n\"We wanted to create a double take – that split second when you think you're\nseeing one thing, and then realize you're looking at something completely\ndifferent,\" said Yohan Daver, Executive Creative Director, BBH USA. \"That\nmoment of confusion is where the fun begins. Every image is designed to pull\nyou in, make you look twice, and then land on one very simple truth: Wet Ones\nare for hands only. The craft had to make the illusion feel completely real,\nand by taking the idea across New York City at scale, we're turning one clever\nvisual device into a much bigger cultural moment.\"\n\nAfter New York City transit declined to run the campaign underground for its\nseemingly risqué creative, Wet Ones took the campaign above ground, turning\nthe city itself into a canvas. \"Just For Hands\" will appear across 100 LinkNYC\nkiosks, 60 transit shelters, 20 digital newsstands, a five-screen spectacular\nin Times Square, wild postings across 40 locations citywide and two fully\nwrapped commuter buses running custom eight-hour routes. Interactive \"Take a\nWet Ones\" walls will bring the campaign directly into consumers' hands,\ndispensing travel packs and individual wipes to pedestrians.\n\nBeyond the streets of New York, the campaign will continue across social\nmedia, bringing the double take to consumers nationwide. Fans can enter a\nsocial-first challenge by creating and sharing their own \"hand butt\"\ninterpretations on Instagram and TikTok, tagging @wetones and using\n#WetOnesHandButtContest for the chance to see their creation featured in Times\nSquare. Fans can visit https://www.wetones.com/pages/hand-butt-contest\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=2386503876&u=https%3A%2F%2Fwww.wetones.com%2Fpages%2Fhand-butt-contest&a=https%3A%2F%2Fwww.wetones.com%2Fpages%2Fhand-butt-contest)\n for details on how to enter and official rules.\n\nAbout Wet Ones\n\nWET ONES and associated logos are trademarks of Edgewell Personal Care Brands,\nLLC. Wet Ones(®) Antibacterial Hand Wipes are tough on dirt, but gentle on\nskin*, kills 99.99% of common bacteria** and are dermatologist approved and\npediatrician tested. Made with a touch of aloe, Wet Ones moisturizes skin for\n8 hours with no sticky residue and are available in travel packs, canisters\nand single packs for the car, carry-on, handbag, or wherever you are\non-the-go. Antibacterial Hand Wipes in Fresh, Lavender and Tropical Scents and\nnon-antibacterial unscented Sensitive Skin Hand Wipes are available in all\nmajor retailers.\n\n*Clinically tested to be gentle on skin when used as directed. **Kills 99.99%\nof the strains listed in the FDA Consumer Antiseptic Rub rule. *** Circana\nCustom Model, Total US MULO+ 52 weeks ending 4-27-25\n\nAbout Edgewell Personal Care\n\nEdgewell is a leading pure-play consumer products company with an attractive,\ndiversified portfolio of established brand names such as Schick(®) and\nWilkinson Sword(®) men's shaving products; Schick(®) and Billie(®) women's\nshaving products; Edge(®) and Skintimate(®) shave preparations; Banana\nBoat(®), Hawaiian Tropic(®), Bulldog(®), Jack Black(®), and Cremo(®) sun\nand skin care products; and Wet Ones(®) moist wipes. The Company has a broad\nglobal footprint and operates in more than 50 markets, including the U.S.,\nCanada, Mexico, Germany, Japan, the U.K., and Australia, with approximately\n6,800 employees worldwide.\n\nAbout One Pulse, Publicis\n\nWithin strategic development, our team conducted primary research, surveying\n250 Americans from age 16-99. We asked respondents, \"Have you ever used a hand\nwipe on an intimate area?\" And over half ofrespondents indicated \"Yes.\"\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/wet-ones-clarifies-their-usage-with-new-just-for-hands-campaign-302897798.html\n(https://www.prnewswire.com/news-releases/wet-ones-clarifies-their-usage-with-new-just-for-hands-campaign-302897798.html)\n\nSOURCE Edgewell Personal Care\n\n\n\nFor more information, imagery, and quotes from Wet Ones, please contact WetOnes@autumncommunications.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2001863/WetOnes_Image1-1.jpg?id=OA2985556\nhttps://mmx.prnewswire.com/media/MS2001861/Wet-Ones_black-4.jpg?id=OA2985553\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn8brRG4a-20261005","title":"Wet Ones Clarifies Their Usage with New \"Just For Hands\" Campaign","author":"PR Newswire","ticker":"EPC","created":"2026-10-05T14:00:05.243Z","tickers":["EPC"],"exchange":"NYSE","article_body":"Wet Ones Clarifies Their Usage with New \"Just For Hands\" Campaign\nPR Newswire\n\nSHELTON, Conn., Oct. 5, 2026\n\nThe Brand Takes Over New York City with Playful Reminder: No Ifs, Ands, or\nButts\n\nSHELTON, Conn., Oct. 5, 2026 /PRNewswire/ -- Edgewell Personal Care Company\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=3144509039&u=https%3A%2F%2Furldefense.proofpoint.com%2Fv2%2Furl%3Fu%3Dhttps-3A__edgewell.com_%26d%3DDwMGaQ%26c%3DeuGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM%26r%3D7Nz7bhTlXyWUnx7LsT-Z-XMR2oLvBRSnHtpvPjp59x5o7bGeO_3JaEuj3SU_8rb5%26m%3DYrO1GfKyjsy0Kqg8b5a5RWomSt5LzI4VrYVfH-2HILvIuA_aL61OdHIyDVJHomnf%26s%3DOWaAteCteqSFVo6x3OUIvv4eHSap8b1l1GuFPxXmob0%26e%3D&a=Edgewell+Personal+Care+Company)\n(NYSE: EPC) -- Wet Ones has always been made for one thing: hands. So when a\nrecent OnePulse consumer study revealed that more than half of Americans have\nadmitted to using a hand wipe on an intimate area, the brand saw an\nopportunity to turn an unexpected insight into an unforgettable reminder.\nEnter \"Just For Hands\", a bold new campaign using humor and visual double\ntakes to reinforce one simple message: Wet Ones are made just for hands. No\nifs, ands or butts.\n\nFor more than 50 years, Wet Ones has helped refresh and clean hands, making\nhand hygiene easy and convenient wherever life takes you. Designed for\neffective cleansing without compromising skin care, these antibacterial hand\nwipes kill 99.99% of common bacteria, provide up to 8 hours of moisturization,\nand feature a gentle formula made with a touch of aloe.\n\n\"As Wet Ones' first major campaign in years, we wanted to come back in a way\nthat felt bold, unexpected and unmistakably us,\" says Veronique Mura, General\nManager/Sr. Vice President, Body & Skin at Edgewell Personal Care. \"We saw\nan opportunity to have some fun, push the creative and get people talking -\nall while reinforcing a simple message rooted in what Wet Ones has always been\nabout: hands.\"\n\nWet Ones set the campaign in motion with a celebrity \"scandal\" designed to get\nthe internet talking. Late last week, a seemingly revealing photo of\ntelevision personality and entrepreneur Kyle Cooke\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=706866804&u=https%3A%2F%2Fwww.instagram.com%2Fimkylecooke%2F%3Fhl%3Den&a=Kyle+Cooke)\n surfaced on celebrity gossip account DeuxMoi\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=1779543750&u=https%3A%2F%2Fwww.instagram.com%2Fdeuxmoi%2F%3Fhl%3Den&a=DeuxMoi)\n, sending fans into speculation over what appeared to be his bare backside.\nThe catch? It wasn't his butt. It was his hand. The playful bait-and-switch\nset the stage for \"Just For Hands\", bringing the campaign's optical illusion\nto life before Wet Ones officially revealed what was really behind the buzz.\n\nTo develop the creative campaign, Wet Ones partnered with BBH USA and\nphotographer Ale Burset, winner of more than 60 Cannes Lions. The result is an\noptical double take: posed fingers, palms, and knuckles composed to read as a\nrear view. Brought to life at scale across New York City, the provocative\ncreative plays with perception, transforming an everyday hand into something\nunexpected and nearly impossible to ignore.\n\n\"We wanted to create a double take – that split second when you think you're\nseeing one thing, and then realize you're looking at something completely\ndifferent,\" said Yohan Daver, Executive Creative Director, BBH USA. \"That\nmoment of confusion is where the fun begins. Every image is designed to pull\nyou in, make you look twice, and then land on one very simple truth: Wet Ones\nare for hands only. The craft had to make the illusion feel completely real,\nand by taking the idea across New York City at scale, we're turning one clever\nvisual device into a much bigger cultural moment.\"\n\nAfter New York City transit declined to run the campaign underground for its\nseemingly risqué creative, Wet Ones took the campaign above ground, turning\nthe city itself into a canvas. \"Just For Hands\" will appear across 100 LinkNYC\nkiosks, 60 transit shelters, 20 digital newsstands, a five-screen spectacular\nin Times Square, wild postings across 40 locations citywide and two fully\nwrapped commuter buses running custom eight-hour routes. Interactive \"Take a\nWet Ones\" walls will bring the campaign directly into consumers' hands,\ndispensing travel packs and individual wipes to pedestrians.\n\nBeyond the streets of New York, the campaign will continue across social\nmedia, bringing the double take to consumers nationwide. Fans can enter a\nsocial-first challenge by creating and sharing their own \"hand butt\"\ninterpretations on Instagram and TikTok, tagging @wetones and using\n#WetOnesHandButtContest for the chance to see their creation featured in Times\nSquare. Fans can visit https://www.wetones.com/pages/hand-butt-contest\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4789007-1&h=2386503876&u=https%3A%2F%2Fwww.wetones.com%2Fpages%2Fhand-butt-contest&a=https%3A%2F%2Fwww.wetones.com%2Fpages%2Fhand-butt-contest)\n for details on how to enter and official rules.\n\nAbout Wet Ones\n\nWET ONES and associated logos are trademarks of Edgewell Personal Care Brands,\nLLC. Wet Ones(®) Antibacterial Hand Wipes are tough on dirt, but gentle on\nskin*, kills 99.99% of common bacteria** and are dermatologist approved and\npediatrician tested. Made with a touch of aloe, Wet Ones moisturizes skin for\n8 hours with no sticky residue and are available in travel packs, canisters\nand single packs for the car, carry-on, handbag, or wherever you are\non-the-go. Antibacterial Hand Wipes in Fresh, Lavender and Tropical Scents and\nnon-antibacterial unscented Sensitive Skin Hand Wipes are available in all\nmajor retailers.\n\n*Clinically tested to be gentle on skin when used as directed. **Kills 99.99%\nof the strains listed in the FDA Consumer Antiseptic Rub rule. *** Circana\nCustom Model, Total US MULO+ 52 weeks ending 4-27-25\n\nAbout Edgewell Personal Care\n\nEdgewell is a leading pure-play consumer products company with an attractive,\ndiversified portfolio of established brand names such as Schick(®) and\nWilkinson Sword(®) men's shaving products; Schick(®) and Billie(®) women's\nshaving products; Edge(®) and Skintimate(®) shave preparations; Banana\nBoat(®), Hawaiian Tropic(®), Bulldog(®), Jack Black(®), and Cremo(®) sun\nand skin care products; and Wet Ones(®) moist wipes. The Company has a broad\nglobal footprint and operates in more than 50 markets, including the U.S.,\nCanada, Mexico, Germany, Japan, the U.K., and Australia, with approximately\n6,800 employees worldwide.\n\nAbout One Pulse, Publicis\n\nWithin strategic development, our team conducted primary research, surveying\n250 Americans from age 16-99. We asked respondents, \"Have you ever used a hand\nwipe on an intimate area?\" And over half ofrespondents indicated \"Yes.\"\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/wet-ones-clarifies-their-usage-with-new-just-for-hands-campaign-302897798.html\n(https://www.prnewswire.com/news-releases/wet-ones-clarifies-their-usage-with-new-just-for-hands-campaign-302897798.html)\n\nSOURCE Edgewell Personal Care\n\n\n\nFor more information, imagery, and quotes from Wet Ones, please contact WetOnes@autumncommunications.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2001863/WetOnes_Image1-1.jpg?id=OA2985556\nhttps://mmx.prnewswire.com/media/MS2001861/Wet-Ones_black-4.jpg?id=OA2985553\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-10-05T14:00:05.282288022Z","server_sent_at_ms":1791208805282},"received_at":"2026-10-05T14:00:05.332Z","source_url":"https://www.prnewswire.com/news-releases/wet-ones-clarifies-their-usage-with-new-just-for-hands-campaign-302897798.html"},"analysis":{"id":"149301","press_release_id":"160747","analysis_json":{"industry":{"label":"Household & Personal Products","sector":"Consumer Staples"},"redFlags":[],"eventType":"product_launch","narrative":"Edgewell Personal Care's Wet Ones brand launched \"Just For Hands\", a humor-driven ad campaign using optical-illusion imagery to remind consumers the wipes are made for hands.\n\nThe rollout spans New York City — 100 LinkNYC kiosks, 60 transit shelters, 20 digital newsstands, a Times Square spectacular and wrapped buses — plus a social contest on Instagram and TikTok.\n\nThe campaign, Wet Ones' first major effort in years, was developed with BBH USA and leans on a staged celebrity stunt via DeuxMoi; no financial impact or spending figures were disclosed.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Viral brand campaign for Wet Ones — brand-awareness story only, no financial substance for EPC."},"keyFigures":{"customDimensions":{"wrapped_buses":2,"linknyc_kiosks":100,"transit_shelters":60,"digital_newsstands":20,"employees_worldwide":6800,"wild_posting_locations":40}},"quotedText":"As Wet Ones' first major campaign in years, we wanted to come back in a way that felt bold, unexpected and unmistakably us","namedEntities":{"people":[{"name":"Veronique Mura","role":"General Manager/Sr. Vice President, Body & Skin, Edgewell Personal Care"},{"name":"Yohan Daver","role":"Executive Creative Director, BBH USA"},{"name":"Kyle Cooke","role":"television personality / campaign figure"},{"name":"Ale Burset","role":"photographer"}],"products":["Wet Ones Antibacterial Hand Wipes","Schick","Billie","Banana Boat","Hawaiian Tropic","Edge","Cremo"],"companies":[{"name":"Edgewell Personal Care Company","ticker":"EPC","relationship":"filer"},{"name":"BBH USA","relationship":"creative agency partner"},{"name":"OnePulse","relationship":"research provider"},{"name":"DeuxMoi","relationship":"media/gossip account used in campaign stunt"}],"dollarAmounts":[]},"materialImpact":{"score":1,"reasoning":"This is a humorous brand marketing campaign for the Wet Ones product line, with no financial figures, guidance, or strategic changes disclosed. Marketing spend is routine and immaterial to EPC's financials."},"tickerRelevance":{"others":[],"primary":"EPC"},"globalImportance":8,"audienceRelevance":15,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"mid-cap consumer staples","eventGravity":"marketing campaign","consumerBrandBoost":"Wet Ones is a household brand with viral potential","financialMateriality":"none"}},"event_type":"product_launch","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Edgewell Personal Care's Wet Ones brand launched \"Just For Hands\", a humor-driven ad campaign using optical-illusion imagery to remind consumers the wipes are made for hands.\n\nThe rollout spans New York City — 100 LinkNYC kiosks, 60 transit shelters, 20 digital newsstands, a Times Square spectacular and wrapped buses — plus a social contest on Instagram and TikTok.\n\nThe campaign, Wet Ones' first major effort in years, was developed with BBH USA and leans on a staged celebrity stunt via DeuxMoi; no financial impact or spending figures were disclosed.","key_figures":{"customDimensions":{"wrapped_buses":2,"linknyc_kiosks":100,"transit_shelters":60,"digital_newsstands":20,"employees_worldwide":6800,"wild_posting_locations":40}},"named_entities":{"people":[{"name":"Veronique Mura","role":"General Manager/Sr. Vice President, Body & Skin, Edgewell Personal Care"},{"name":"Yohan Daver","role":"Executive Creative Director, BBH USA"},{"name":"Kyle Cooke","role":"television personality / campaign figure"},{"name":"Ale Burset","role":"photographer"}],"products":["Wet Ones Antibacterial Hand Wipes","Schick","Billie","Banana Boat","Hawaiian Tropic","Edge","Cremo"],"companies":[{"name":"Edgewell Personal Care Company","ticker":"EPC","relationship":"filer"},{"name":"BBH USA","relationship":"creative agency partner"},{"name":"OnePulse","relationship":"research provider"},{"name":"DeuxMoi","relationship":"media/gossip account used in campaign stunt"}],"dollarAmounts":[]},"model_name":"glm-5.3-flashx","prompt_hash":"sha256:727b4b9429a443af","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-10-05T14:00:11.210Z","global_importance":8,"audience_relevance":15,"importance_components":{"tickerTier":"mid-cap consumer staples","eventGravity":"marketing campaign","consumerBrandBoost":"Wet Ones is a household brand with viral potential","financialMateriality":"none"}},"durationMs":5851,"modelName":"glm-5.3-flashx"}}