Dynasty, Unmasked, the Elder, Creatures - these were all disasters with makeup.

Lick it up, animalize, asylum, Crazy nights - these were all hits without makeup.

Taking off the makeup was exactly the right thing to do in 1983, leaving behind the legacy of four consequtive ill-received records. People loved them for it. It was fresh, and fans soaked up their take on 80s glam metal. By the 90s, when that fell out of favor and confusion beset a lot of rock bands (in general) it was exactly right to go back to the makeup.

Kiss have made many mistakes along the way but, like good entrepreneurs, they generally knew when to change their style and knew how to respond to the ever-changing marketplace.