Instinct of Colour by OPI
OPI, the market leader in nail polishes, needs no introduction. Renowned for its collaborations with celebrities and the concepts behind each of its collections, the brand chose the backdrop of the Royal Monceau to present its double news: the new Spring Summer 2013 “Instinct Of Color” collection and its partnership with singer Mariah Carey.
The nail polish category is one of the most dynamic in the beauty world, because it’s accessible and represents a certain idea of the self, self-care and self-confidence. It enables women to define a new identity of their own, and exults in power and freedom, notions that transcend generations. No matter who you are, nail polish plays a major role in your appearance and self-expression.
Designers have also taken an interest in nail art, and the explosion of the Internet has enabled the brand to reach a wider audience who nonetheless share the following common denominator: women who want it all, right now. And OPI has understood this with the different inspirations and textures explored in its collections and collaborations.
Euro Centrale Collection
Inspired by travel, the collection focuses on Eastern European countries such as Romania, Hungary and Poland. Shades include blues, metallics, neutral varnishes and dark hues.
Mariah Carey collaboration
OPI has put the singer’s identity into a bottle of varnish. Glitter and gold are the order of the day.
At OPI, the consumer has a choice (acrylic or gel varnishes, which account for 25% of the market) and a special relationship with the products as they capture the complexities of femininity and define them through color.
Mary Yasmine Arrouche
Cette publication est également disponible en : Français (French)
