Kiss Hair Tools — Cindy Riccio Communications

Opportunity

Best known for its press-on nails and lash extensions, KISS tapped CRC to help the brand breakthrough in the red-hot hair tool category. We needed a strategy that would help new KISS hair tools – which included the Insta-wave automatic curler and new Rouge Cordless Flat Iron with USB charging capabilities – cut through the clutter during the busy holiday gift giving season. Moreover, we needed to earn accolades with influential hair creators, tech and lifestyle media across the year, raising awareness and driving sales of the new cordless flat iron.

Approach

Our team’s approach was to arm all beauty and hair editors with the new KISS tools via a complimentary deskside hair makeover provided by a professional hairstylist. We seeded the tools to top tier hair style influencers to encourage online tutorials for the same makeover results to be posted on Instagram and YouTube as well.

Results

As a result, we generated 700+ million media impressions in one year. Our team helped secure 300+ million influencer impressions in 6 months, and KISS products were featured in top-tier online, broadcast and print publications such as Racheal Ray Every Day, Bustle, Buzzfeed, Today Show, Marie Claire, Allure and more.