The task was to bring an idea for how to market KISS lashes – to create differentiation from competitors to drive brand recognition to the everyday consumer in a market where ease-of-access is currently the major deciding factor.

Our message is that there is a lash for everyone, every occasion, and every need. The beauty of lashes is that they do not discriminate. The KISS lash line works for every potential and existing customer. The KISS lash line gives consumers the silent but subtle boost to feel authentically themselves.

Joah, the K-beauty daughter brand of KISS, was launching their new line of makeup to the mass market and wanted to use a Fun, Sweet, Vibrant, and Sophisticated strategy.

These concepts deliver a message that celebrates the spirit, uniqueness, and positive self-image of their customers. It shows how Joah is of the highest quality and made to be accessible, inclusive, expressive, and, of course, fun.