Kiss
Lip Armor
WHAT’S THE PROBLEM?
‘LIP MONSTER’ by KATE is the best-selling Gen Z lipstick in the Japanese cosmetics Market, with all other brands chasing.
‘KISS’ by ISEHAN was being considered for discontinuation due to the pandemic sales declines.
WHAT WE FOUND.
KISS needed a rebirth of the brand and product fast. LIP MONSTER by KATE was outspending, out branding and generally out appealing to a new, modern generation of cosmetic user across Japan. The problem at hand needed a different solution to make a real difference. In market appeal and market share
DID IT DEFY ORDINARY?
Whilst ISEHAN was requesting a more traditional Brand and digital Campaign, DO went back to product and audience to find the solution. We discovered that the name LIP MONSTER was the most appealing and compelling reason to purchase the competitor, As KISS had a very similar range and quality. The solution was all in the name, we needed a weapon to slay the monster. That is how ‘LIP ARMOR’ by KISS (#鎧ティント) was born and relaunched, not only does LIP ARMOR Conveys the product benefit clearly, but it also directly signified that KISS was going after the market leader and providing Gen Z with a very real and effective alternative.
THE RESULTS.
LIP ARMOR BY KISS Won the 2022 Buzz Cosmetics Award, after securing a 189% increase in sales volumes across Japan in 2022 versus the previous year.
