Kiss’ imPress Beauty kicks off festival season at The Governors Ball
Kiss Products’ imPress brand made its festival season debut at The Governors Ball, which took place in Flushing Meadows Corona Park in New York City from June 7 to 9.
Featuring such headliners as Post Malone, Rauw Alejandro, Sza and The Killers, the event saw the beauty brand offered complimentary no-glue nails and lashes to attendees.
“ImPress connects with consumers firsthand and meets them where they are,” said Richard Gallucci, senior vice president of Kiss Global Sales. “Beyond traditional advertising, it is important to expand the consumer awareness of our No Glue imPress nails and lashes at pop culture moments that resonate with them. ImPress has proven to grow market share and household penetration by being present and educating consumers through application in a fun and experiential way—and engaging with brand fans while we do it.”
The concert was an ideal partner for the brand due to its no glue DIY manicures, pedicures and lashes--ideal for festival goers who are looking for a no-fuss way to shake up their look.
[Read more: ImPress Beauty names Tom Bachik brand ambassador]
“This concert draws over 150,000 attendees, many being beauty and fashion lovers that are looking for the latest and greatest from brands, so we’re excited to activate at this iconic festival and get in front of our key demographic in a fun way,” said Gallucci.
“We believe in 'seeing is believing,' and we experience many transformational moments from attendees when our nails and lashes are applied at these types of events," Gallucci noted. "We’re excited to connect with consumers firsthand, but the event will also be supported with a 360-plan integrating experiential with social to build brand awareness, including media ads that drive consumers to TikTok Shop.”
ImPress Press-On Manis and Falsies are available online at impressbeauty.com and in mass retailers and drugstores nationwide, including Walmart, Target, Ulta Beauty, CVS, and Walgreens.
