Behind the KISS Fashion Nail Relaunch
A data-driven relaunch of an iconic fashion nail brand
We now have a playbook on how to apply what we learned to other KISS categories and brands.
KISS Beauty Group knew its fashion nail business needed a refresh. But as a leader in the space, the company wanted to go beyond new colors or updated packaging. They wanted to understand how contemporary customers shop for fashion nails—and used Scintilla insights to improve the entire experience.
The opportunity: Reimagining the fashion nail experience
KISS had been managing 12 to 15 competing brand franchises at Walmart, with different packaging, price points, sizing, and messaging. The assortment had become difficult for shoppers to navigate, while the product itself didn't always reflect the needs of today’s fashion nail customer.
The approach: A customer-driven relaunch
KISS used Customer Perception throughout development to test packaging concepts, from colors to shapes, and quickly turn verified shopper feedback into the next iteration. The research showed that packaging played an even bigger role in purchase decisions than nail design or price.
Customer feedback also uncovered opportunities around fit. Nearly six in ten shoppers had purchased nails outside standard sizes, prompting KISS to rethink their assortment for customers with petite and wider nails.
KISS paired these insights with Shopper Behavior to understand how customers actually shopped the category, including switching, cross-shopping, and loyalty.
Shoppers also wanted an easier way to navigate the category by style or type. KISS responded by working with their Walmart merchant to consolidate multiple franchises into four—Core, Glam, Luxe, and the Walmart-exclusive Broadway line—and reducing seven price points to four. The simplified architecture created clearer distinctions between everyday, elevated, and premium designs while making the aisle easier to shop.
The results: Turning a relaunch into a growth playbook
The new experience didn't just change how KISS looked on the shelf. It changed who the brand attracted and how existing customers shopped. KISS saw a 62% increase in new customers to the category, while existing customers spent 30% more. The brand also saw a 45% decrease in lapsed buyers. After the relaunch, 71% of KISS customers fell within the mid-tier pricing bracket, bringing the customer mix in line with Walmart's strategy for that segment.
After the January 2026 launch, KISS returned to Customer Perception to measure the response. The result: brand recognition 4.4X higher than its leading competitors.
Just as importantly, KISS came away with a repeatable framework. By using shopper insights to identify friction, test solutions, validate decisions, and measure the outcome, the team created a playbook it can apply across other KISS brands and categories.
