LOS ANGELES – Junior apparel resource Hot Kiss wants a Hollywood close-up. The Los Angeles-based manufacturer is kicking off a $1 million back-to-school campaign on Friday in a three-way partnership with “ET on MTV & VH1” and retailer Gadzooks Inc. Consumers can register at Gadzooks’ 424 stores to win a trip to Hollywood, a Hot Kiss wardrobe worth $500 and an opportunity to attend a Hollywood event with Maria Menounos, host of “ET on MTV & VH1,” the weekly version of Entertainment Tonight skewed towards a young audience.
This story first appeared in the July 31, 2003 issue of WWD. Subscribe Today.
The marketing push includes a four-page ad featuring Menounos and Hot Kiss products in the September issue of Cosmo Girl. ET’s involvement includes two segments covering the Hot Kiss photo shoot and the contest winner’s trip to Hollywood.
The sweepstakes is open to all females, according to Moshe Tsabag, owner and president of Hot Kiss. “You don’t have to be of a certain age to apply,” he said. “We think with our name recognition and celebrity connections, we can reach a bigger range of customers who can and want to wear Hot Kiss.”
For Gadzooks, the venture dovetailes with its repositioning as an all-girl concept.