• by Fern Siegel , June 7, 2024

EGC Group has launched an "imPRESS Yourself" campaign for press-on nails and lashes.

The agency won the account last December after a competitive pitch.

The overall goal of the campaign, the first to feature both products, is to demonstrate their ease-of-use.

EGC devised an innovative elevator concept to convey the idea.

Christie Bacchioni, account supervisor for EGC Group, said: “This was no ordinary elevator. It was the imPRESS Express — an immersive beauty pod that helps quickly communicate the ease and speed of application featuring a truly innovative product. The twist is that when unsuspecting consumers enter, they have 30 floors to apply new lashes or new nails.”

Parent company KISS has been a client of EGC Group for seven years.

The campaign includes linear TV, connected TV, social-media platforms, such as Meta, TikTok, YouTube and Snapchat, along with streaming radio, including Pandora and Spotify.

The EGC Group also worked with the production company Unreasonable.