NEW YORK — Pop star, “Dancing With the Stars” winner and “X-Factor” judge Nicole Scherzinger has been named the first spokeswoman for Kiss Product Inc. Scherzinger will represent Impress Press-On Manicure, the latest technology hitting the sharply growing nail care category.
Scherzinger will appear in the full marketing campaign, which includes television advertising, print, digital media and in-store displays for the launch, which is under Kiss’ Broadway logo. Impress is a collection of press-on, peel-off nails that provide the look and longevity of a gel manicure.
Kiss executives think Impress will have the “x” factor with shoppers. Calling it the “biggest launch ever for Kiss,” senior vice president of marketing Grace Tallon said the technology has been in the works for six years.
Do-it-yourself nail care has been on fire in mass market doors with innovation after innovation, including bold color launches from OPI and Essie to at-home gel and Minx-style applications. The nail category in food, drug and mass merchants has been averaging dollar sales gains exceeding 11 percent over last year, according to industry data.
Kiss, best known for artificial nails, fuses gel technology and press-on, peel-off nails in the line, which is packaged in a creative bottle to hammer home the point it is an alternative to nail color. “We position it as clothes for your nail,” said Tallon. “It is a revolutionary way to apply polish. There’s no drying time. You peel on and peel off. It doesn’t chip and it gives the look of a gel manicure — but you don’t need an appointment.”
Tallon explained that the press-on nails cover imperfections like ridges — a distinction that separates it from polish strips, which can’t hide nail problems.
Retailers who have seen the line also said they like the fact that since there is no glue, the nails are easy to remove and don’t require acetone. “We are having some feedback from shoppers on the difficulty in removing other products,” said a buyer for a large chain.
Impress is available in 18 colors and 18 patterns. Each package has 24 nail covers in 12 sizes to accommodate the full range of nail bed sizes. Suggested pricing is $5.99 for the colors, $7.99 for patterns. The products will debut in chains such as CVS, Walgreens and Wal-Mart in December.
Aimed at women 18 to 24 years old, Impress will be merchandised by most retailers with color instead of with artificial nails — a move that nets Kiss new real estate in stores and exposes shoppers to the idea of press-on nails. “We don’t really expect Impress to take away from our nails since this will be a different customer. It could even increase the purchasing frequency because you can get so many easy-to-change looks,” said Tallon, of the patterns, which include zebra stripes, dots and other stripe motifs. Tallon believes the reach will also extend to women in their 20s and 30s. “This really is the next step in excitement for nail,” concluded Tallon.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye