When Gemini Cosmetics prepared to launch the KISS Her and KISS Him fragrances, brand extensions of the iconic '70s rock band, president and CEO Neil Katz knew conventional wisdom could cloud an accurate understanding of the product. The perception was that the band and its frontman, Gene Simmons, were only relevant to aging boomers.
"Kiss is not a band or a person, it's a brand," Katz notes. He called on LSZ Communications to help overcome "a certain perception that perhaps ...