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