EGC Group Launches Disruptive “imPRESS® Yourself” Creative Campaign for KISS The Need: a disruptive video campaign to stand out in a sea of sameness in the beauty space. The Challenge: Find a creative way to communicate ease and speed of application of imPRESS nails and lashes, and reinforce a “no glue” message EGC’s Mission: Create a campaign that would entertain, inform, and engage consumers to generate awareness, product interest, and sales.

EGC’s Solution: EGC devised an innovative ‘elevator’ concept to convey the speed and convenience of applying imPRESS products. Our campaign centers around an elevator. This is no ordinary elevator; it is the ‘imPRESS Express’—an immersive beauty pod that helps communicate the ease and speed of application featuring a truly innovative product line. The twist is that when unsuspecting consumers enter, they have 30 floors to apply new lashes or nails.

The goal was to create a device to serve as a cornerstone for an ongoing campaign which communicates all the great product benefits to new users. The campaign features four :30 TV spots, :15 cutdowns, along with social videos specifically created for each social platform including TikTok, Instagram, Facebook and Snapchat. As we continue to look at the concept evolution, we are developing extensions beyond TV and digital to maximize reach and drive new users to try the products. In its short time in market since launch, based on social commentary, engagement and an increase in “impress” branded searches, consumers appear to be impressed. AMIN, are you impressed?