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Kiss Readies Fragrance Campaign



The rock band Kiss is preparing to unleash a marketing campaign behind its new fragrance.

The fall launch will be supported with print, television and promotional events that play off a Venetian mask theme and tie back to the group's flamboyant makeup style. Averett Free Ginsberg, New York, developed the ads.

Promotional events will include a sampling campaign of Kiss masks, blotter cards, scented tattoos, stickers and car fresheners. Sampling will be held in stores and on more than 60 college campuses.

Print contains the message, "You'll never forget your first . . . ," followed by the band's distinctive "Kiss" logo and the tagline, "Fragrances made for lovin' you!" (which derives from one of their hit songs).

Creative features a faded image of a woman's white masked face and Kiss-inspired makeup, with a black star over one eye. Print ads will include scent strips and launch in October publications. The media buy is not confirmed, but will include men's, women's and celebrity titles.

TV ads, which also break in October, are still in development.
In addition to fragrance, the collection will include men's hair and body wash, deodorant and body spray. Women's products include shower gel, body lotion and body splash. The products are created under license via Gemini Cosmetics, New York.