Marketing News

imPRESS Beauty Returns to Governors Ball with Interactive Salon

The award-winning no glue manicure and lashes maker partners with the music festival to give attendees an 'all-access pass' to main stage beauty.

imPRESS Beauty from KISS has debuted at The Governors Ball to get attendees’ nail and lash game on-point this festival season.

This year’s festival will attract over 150,000 attendees and host a line-up featuring some of the biggest musicians in the business, including Post Malone, The Killers and SZA, among many others.

Along with on-trend videos and educational messaging from the imPRESS ambassadors, festival attendees can stop by the imPRESS activation and glam up their concert look with complimentary no glue applications of imPRESS nails and lashes.

The one-step imPRESS Press-On manis and falsies are applied effortlessly, and removal is easy with no damage to natural nails or lashes.

In addition to applying and sampling manis and lashes, attendees will be able to get free samples of the waterproof, no glue pedicure. Marketing efforts to build brand awareness, including social ads that drive consumers to TikTok Shop, will support the onsite activation.

“imPRESS connects with consumers firsthand and meets them where they are,” said Richard Gallucci, senior vice president, KISS Global Sales. “Beyond traditional advertising, it is important to expand the consumer awareness of our No Glue imPRESS nails and lashes at pop culture moments that resonate with them.”

He added that imPRESS has proven to grow market share and household penetration by being present and educating consumers through application in a fun and experiential way.

imPRESS Press-On Manis and Falsies are available online at impressbeauty.com and in mass retailers and drugstores nationwide, including Walmart, Target, Ulta, CVS and Walgreens.

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