For EGC Group, a wink and a KISS and a really big deal

The eyes have it: Impressed with the agency's work on its eyelash campaigns, Port Washington-based KISS Products has tapped Melville's EGC Group to head up several digital-marketing initiatives.
By GREGORY ZELLER //

A Long Island-based digital agency has signed a beauty of a deal with a leading global cosmetics distributor.

EGC Group, which maintains offices in Melville and Manhattan, has expanded its partnership with Port-Washington based KISS Products, a top manufacturer and distributor of professional-quality beauty products.

The new agreement, which sees EGC Group ascending to lead agency on multiple creative-strategy and digital-marketing campaigns, follows a year in which EGC headed up KISS Products’ 2017 lash campaigns (as in eyelashes).

EGC Group’s promotional eyelash efforts revolved around a theme created by the digital agency – “Be KISS Confident” – and included two distinct campaigns, one for each of KISS Products’ lash lines. Work on the Lash Couture line centered around new package designs, while EGC Group creators incorporated strategic customer insights into themes promoting KISS’ Portfolio line.

Both campaigns utilized Facebook and Instagram platforms and a host of visual components, including single-image ads, GIFs, videos and Instagram advertorials.

Nicole Larrauri: Leading the way.

The “bold initiative” resulted in more than 17 million impressions on Facebook, more than 18 million impressions on Instagram and some 8,000 social media page “likes,” according to the EGC Group.

Statistics like that left KISS Products wanting more. So, this year, EGC Group will add the Port Washington manufacturer’s imPRESS Press-On Manicures and extensive Hair Tools line to its KISS mix.

EGC Group President Nicole Larrauri said her circa-1985 agency was “thrilled to continue leading the way for KISS Products,” which she referred to as “an established and well-regarded brand.”

“The importance of recognizing the new customer journey is vital,” Larrauri said Tuesday. “Together with KISS, we plan to reach their audience in new, creative ways.”

More specifically, EGC Group plans to develop campaigns that drive product awareness and increase sales – with digital efforts including, but not limited to, paid social media marketing, digital display programs, strategic partnerships and sponsorships.

The agency will also delve into “influencer marketing,” an emerging practice in which focus is placed on marketing to specific key individuals who can help influence a market (an online reviewer, for instance), rather than marketing to the market as a whole.

KISS Products’ Hair Tools Division will also tap into EGC Group’s innovative Amazon Marketing Services, which work directly with Amazon marketing experts to maximize clients’ return on investment in the ubiquitous e-retailer’s marketing programs.

The Melville office – which also handles marketing work for New Jersey-based Brother International and Melville-based Natures Plus, among other major-league accounts – is primed to roll up its sleeves and wade into what Copy and Content Director Steve Biegel called “a crowded space.”

“Nothing excites us more than weaving data and imagination into bold brand expressions,” Biegel said in a statement. “To compete and win in a crowded space, the brand needs to stand out.

“Luckily, KISS allows us to take risks with our work and sees our vision through to the end.”


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