OPI Places Human Emotion at the Fingertips

OPI has released a new brand campaign titled Color is the Answer. The effort celebrates the freedom to feel and aims to impact change.

OPI has unveiled Color is the Answer, a push with the message that colour transforms and mission to evoke emotion, change behaviour, redefine culture, and excite communities. The slogan will represent the brand’s content, products, and vision for current and upcoming projects on its campaign trail.

The platform aims to inspire the freedom to feel, tell stories, provoke conversations, and empower positive change. A salon brand, OPI offers an extensive range of nail shades and a professional portfolio of products. Key selections include We the Female; Purple with a Purpose; and She’s a Bad Muffuletta.

The campaign entails a charitable component dubbed Color for Change; a segment featuring specialised programmes with deep impact. As a first initiative, OPI recently worked with a team to transform the Ronald McDonald House in Los Angeles. The venue backs families with kids under medical care.

A second execution offered special needs teachers in New York a pampering at its pop-up shop in Greenwich Village. OPI treated the recipients to manicures, hair makeovers, champagne, food, and other giveaways as a token of gratitude for their work with special children, which is often under-appreciated.

“It doesn’t matter what we want to say or how we feel. Colour is iconic and communicates across cultures and people. No brand celebrates colour like OPI. We want to own the creative universe as we take the brand to new heights,” said Laura Simpson, Chief Marketing Officer at Coty Professional Beauty.