Kiss Nails Drives Business & Category Growth with Creative Advertising Ideas and Bold New Campaign

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Customized Marketing Solutions and a National Digital Advertising TV and Print Campaign help the Company Increase Sales and Gain Market Share

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Kiss Nail Products, the world's largest manufacturer and distributor of professional-quality nail products, today announced that the creative advertising ideas and customized marketing solutions for the company's first-ever national television and print ad campaign have resulted in a dramatic lift in retail sales and ROI.

The first two weeks of the national TV and print campaign, launched March 30, 2009, generated immediate business growth for the Long Island, NY-based company ( :

  •     28.6% lift in sales of Kiss-brand artificial nails
  •     3.6 point growth in market share vs. last year

The campaign has had an even broader impact on the artificial nail category, helping to accelerate the category's year-over-year (YOY) growth:

  •     Four weeks prior to the campaign launch, the category was up 2.9% YOY
  •     Since the launch of the Kiss Nails campaign, the category's growth has spiked to 16.3% YOY

"The successes to date have been nothing short of phenomenal! The category growth was very much needed as the business historically has been flat. By using creative advertising ideas to increase consumer awareness about this revolutionary product, we've given our customers an opportunity to be smarter about their discretionary spending and D-I-Y at home," said Grace Tallon SVP Marketing Kiss Products.

The national campaign was developed and executed through Kiss' digital advertising companies: Creative and branding agency DeVito Fitterman Advertising in seamless partnership with Gotham Direct, a strategic media planning/buying agency. Both agencies are based in New York City.

The campaign's customized marketing solutions included high-energy spots ( that deliver a clear and timely message, informing women they don't have to sacrifice quality for price: Kiss artificial nails deliver "Better than Salon" results at a fraction of the cost. The spots are running across a mix of national syndication and national cable outlets and are supported by a concurrent national print campaign.

"The success of the U.S. campaign and the impact it has had on the overall market has encouraged us to review launching a similar campaign in strategic countries in Europe to grow the Kiss business," Ms. Tallon added.

Kiss Nail products are available at top retail outlets, including Wal-Mart, Target, CVS, and Walgreens.

About Gotham Direct
Gotham Direct is a media strategy, analytics and buying agency that develops creative advertising ideas and campaigns which focus on maximizing a marketer's "Return on Marketing Investment." Gotham Direct uses customized marketing solutions and scales the most profitable media tactics for clients, both online or offline, through their proprietary optimization process. In 2007 and 2008 Gotham Direct was named among "America's Fastest Growing Private Companies" by Inc. magazine. For more information visit

About DeVito Fitterman
DeVito Fitterman Advertising is a full service, advertising and marketing agency based in New York City. Creative advertising ideas and campaigns developed and produced by DeVito Fitterman are strategically focused to "Raise Brand Consciousness" and drive sales across all forms of media through customized marketing solutions. Founded in 1995, DeVito Fitterman Advertising is responsible for developing award winning campaigns across multiple client disciplines. For more information visit

For information:
Press Contact: Maria Burnham Nelson
Phone: 561-628-1106


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Anthony DeVito
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