The ask: Break through the noise and stand out against the surge of competitors in the glue-on-nail market.
Objective: Spread awareness and increase engagement by returning to the brand legacy of innovation through interactive products and fresh advertising.
Problem: The brand's current reliance on legacy over innovation is evident as its advertising focus dwindles and in turn blends with the noise. It's crucial for Kiss Nails to reimagine its approach, injecting fresh creativity into products and advertising to connect with today's evolving consumers and their preferences.
Brand truth: Kiss delivers salon-quality results at home for an affordable price.
Cultural truth: In the ever-evolving landscape of social media and trends, standing out from the crowd at a reasonable cost has become more difficult.
Strategy: Encourage young women to never compromise their individuality and preference for cost and convenience by allowing them to express themselves through their nails while remaining affordable.
Insight: Individuality and confidence flourish through making something your own.
Key Message: Nails transcend aesthetics, serving as a profound source of confidence for women.
Kiss
Signature Nails By You
In order to obtain my Masters in Advertising from Boston University, each student had to complete a capstone project individually. This fun and colorful project was a joy to make and if you would like to see the entire slide deck of my final presentation click here!
