Dive Brief: 

• Kiss Products has launched a multi-channel, international campaign, titled “ImPress Yourself,” to promote its ImPress line of press-on lash and nail products, per details shared with Marketing Dive. 
• The campaign is intended to promote the speed and ease in which the products can be applied, with creative content centered around an “ImPress Express” elevator concept where unsuspecting guests are tasked with applying Kiss’ press-on lashes or nails within a 30-floor trip. 
• The campaign will span linear and connected TV (CTV), social media and streaming radio including Pandora and Spotify. The effort was developed with The EGC Group and is the first campaign from Kiss combining its lash and nail ImPress products under one effort.

Dive Insight:

Kiss is bringing together its ImPress Press-On Falsies and Manicure products for “ImPress Yourself,” a multi-channel campaign that could help the beauty marketer reach new audiences, particularly those who are looking to bring an added layer of convenience to their glam routine. 

Key to the campaign is content that revolves around an elevator-turned-beauty-pod concept devised by EGC Group meant to portray the speed and ease in which Kiss’ press-on offerings can be applied. Two video spots featuring the ImPress Falsies and Manicure products see guests step onto the elevator before being immersed in the experience that tasks them to apply lashes or nails within the elevator's 30-floor trip. EGC Group worked with production company Unreasonable, with video content created as part of a three-day shoot and directed by Maya Margolina. 

The campaign will span linear and CTV, Pandora and Spotify and social channels including Meta, TikTok, YouTube and Snapchat and is expected to run through September. The effort notably brings together Kiss’ ImPress lash and nail products under one campaign for the first time and is meant to serve as a “cornerstone for an ongoing campaign,” according to Rich DeSimone, vice president and creative director of EGC Group. 

“As we continue to look at the concept evolution, we are developing extensions beyond TV and digital to maximize reach and drive new users to try the products,” DeSimone said in a statement.

Kiss, which has offered its press-on manicure product for over a decade, launched ImPress Falsies early last year and supported the rollout with an out-of-home campaign in New York City and Los Angeles that was expected to reach over 40 million consumers across both cities. That effort was also handled with EGC Group as part of a seven-year relationship between the agency and brand. 

The latest campaign from Kiss and EGC Group was created after a three-month bidding competition among several agencies that ended last December, per release details, after which EGC produced the video assets within months. Other brands on the agency’s client roster include Canon and Mayo Clinic. 

Beauty brands beyond Kiss have also been active marketers lately. Earlier this year, skincare brand CeraVe scored one of the best campaign’s at the Super Bowl with a spot centered around Michael Cera, later referring to a similar marketing playbook for a campaign that included a movie teaser-like ad. This month, E.l.f. Cosmetics launched a campaign titled “So Many Dicks” — a title inspired by the finding that there are nearly as many men named Richard, Rick or Dick as women from diverse groups on U.S. corporate boards — in a push for more diversity in corporate boardrooms.