Kiss Products plans to keep the momentum going in the artificial nail business with in-store nail demonstrations of its imPRESS Manicure in the top 500 CVS stores next month.
ImPRESS is the company’s artificial gel manicure that doesn’t require glue. While nail lacquer growth is still dull, artificial nail sales are up. In the most recent 52-week period ended June 25 tracked by Nielsen, imPRESS Manicure posted sales gains of 19.3 percent.
Kiss partnered with Cosmetic Promotions to provide samples of imPRESS in CVS’ high traffic stores. The sampling event will include eight different color and design imPRESS Manicure nails that shoppers can choose from to apply on their own to experience an instant gel manicure nail. Demo specialists will assist with sizing to ensure that the chosen nail will align properly.
“Once women experience the ease and beauty of an imPRESS Manicure they are amazed and become instant converts. This is why in-store demonstration is a key strategy for imPRESS. It’s better than a salon manicure in every way and women recognize that after just one product experience,” said Annette DeVita-Goldstein, senior vice president global marketing for Kiss Products Inc.
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Kiss has offered other in-store demonstrations such as a program last year in both Wal-Mart and CVS where more than 50,000 artificial nails were applied in one day last April. That program featured the company’s Kiss Salon Acrylic French Nails.
To support the in-store demonstrations, Kiss is releasing an exclusive Nail-spirations counter display and skinny tower of imPRESS Manicure in CVS stores during the month of August. In addition, the Nail-spirations contest has been socially promoted, offering consumers the chance to win a trip for two to this September’s New York Fashion Week. Consumers will be asked to snap their Kiss or imPRESS Manicure incorporated with their favorite fashion look on social media until August 27, 2016 using #MyNailspiration for a chance to win.