NEW. MORE. BETTER. KISS
Task: Use copy to take KISS—a legacy nail brand (the #1 in the USA)—into its next chapter.
Scroll for insights on this brand relaunch, from product name development to campaign execution.
The Packaging
First came the packaging. We wanted to streamline the consumer shopping experience and make product benefits clearer to the consumer.
What was done:
Developed 3 main tiers: CORE, GLAM, and ICON
Create concise sub-franchises: French, Color, Design, etc.
Develop and select product callouts for all areas of the packaging while working closely with internal product and design teams
Create a tagline for the back of all packages to highlight KISS’s legacy: The OG Press-On Nail Brand
Copy edit all areas of the package ahead of final approval from senior management
The Campaign
The process for this aspect of the project was a bit unconventional. To sum it up, we were going to go in one direction—suggested by an outside agency—however, there was a need to pivot relatively close to asset development in order to incorporate the message that something new was coming with a connection to the consumer research behind this relaunch.
What was done:
Developed the NEW. MORE. BETTER. KISS tagline
Anchored the messaging to consumer studies with sub phrasing: Inspired by you
Created additional messaging to support this relaunch across web and physical assets: Reimagined for you, more YOU, Meet the NEW KISS, etc.
Got granular in where the messaging would live and how it translates on each platform: Amazon, E-commerce, in-store displays, etc.
The Website
This website update wasn’t just made to the homepage. Every aspect of the nail-dedicated website had to be updated.
What was done:
Work closely with design, brand marketing, and e-commerce teams to align on consistent messaging across all areas of the website: Homepage, dedicated landing page, product pages, about page, FAQs, etc.
Work with product team to confirm product upgrades and accurate messaging across items
Develop engaging copy across pages that doesn’t feel repetitive while maintaining relaunch brand ethos
The Social
Once our social team developed a cohesive content plan, it was time to fill in the copy.
What was done:
Develop a new bio for @kissnails that aligned with the NEW. MORE. BETTER. KISS campaign
Write tailored captions for each post across all social platforms: Instagram, TikTok, and YouTube
The Ads
As launch day was quickly approaching KISS chose to approach advertising differently. Instead of one caption for all assets (per campaign), we chose to get more detailed.
What was done:
Work closely with paid media team to point out how much copy is really shown per placement: in-feed, reels, etc.
Identify which assets should feel more “sales“ focused vs. “informational“ vs. “personal connection“
Developed captions and in-ad copy that aligned with each of our goals for this campaign
NEW. MORE. BETTER. AMAYA
Our brand team landed the opportunity to work with reality TV star Amaya Espinal.
What was done:
Lead the development of all written components of this collaboration: landing page, media ad placements, captions (for both KISS and Amaya’s social channels), talent quotes for media placements, emails, and sms messages.
Served as lead script writer for Amaya’s 2-part social series as the KISS Glow Up Consultant.