Kiss ventures into gel polish

19-Nov-2012

Kiss Products, the dominant nail care company in the US with 78.7 per ent market share, is entering the at- home gel nail polish category offering a manicure lasting two weeks.

Kiss Products, the dominant nail care company in the US with 78.7 per ent market share, is entering the at- home gel nail polish category offering a manicure lasting two weeks. Over the past year Kiss' share of the artificial nail and treatment sector rose from 77 per cent, driven by rapid sales of its Nail Dress nail art and Impress artificial nail brand.

With help from celebrity manicurist Gina Edwards, Kiss developed its 15-shade Everlasting Gel Polish collection, priced $9.99 a bottle, and accompanying base coat and top coat items. The system includes an LED lamp that will sell for $29.99. The polish is applied in a three-step process that requires a brief treatment under the lamp, 30 seconds for the base coat, 60 seconds for each colour coat and a final 30 seconds on a the top coat. To remove, there is the Kiss Artificial Nail Remover, a 15-minute process.

The products will be on-shelf in the US starting in January, with distribution to international markets to follow.

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Kiss joins other DIY gels already in store including SensatioNail, Red Carpet and Sally Hansen Salon Gel Studio.



For 2013, Kiss is also launching a "French of Full" option to its Nail Dress line, (sold as the Nail Wrap brand internationally). These new stick-on designs and colours are able to fully cover the nail or only the tip.

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