In an effort to grow the artificial segment of the $1.6 billion mass nail-care business, Kiss Products Inc. is dispatching experts to the top 1,000 CVS and Wal-Mart doors to perform in-store demonstrations.
The overall nail-care business is down 3.3 percent for the 52-week period ended Jan. 25 in all mass outlets tracked by IRI. While artificial nails fare slightly better (sales declined 2.4 percent to $161 million), Kiss executives believe there’s opportunity to grow the market by teaching women how to apply the nails.
“One of our main goals this year is getting Kiss nails on as many women as possible,” said Carrie Connell, Kiss marketing director. “We know there is a stigma associated with wearing artificial nails. That being said, we also know that once a woman tries our products, she is amazed at how easy they are to apply, how great they look and how long they last. This is crucial in growing the Kiss consumer base.”
More than 50,000 Kiss Salon Acrylic French Nails were applied on April 11 at Wal-Mart with plans for another 30,000 in May at CVS. CosPro Agency will field the experts to apply the nails at CVS.
In addition to in-store demonstrations, a “Snap & Post” sweepstakes will be digitally promoted, offering consumers the chance to show off their newly applied Kiss Salon Acrylic French Nails on social platforms.