If you’re a nail polish hoarder and fanatic like I am, you would have heard of the Justin Bieber Nicole by OPI Collection that came out a few months back.
The “One Less Lonely Girl” Collection
(Left to right) Not a Gold Bigger, I’ve Got Bieber Fever, Make U Smile, Red-y to Runaway Love, I’m a Belieber, One Time Lime, Prized Possession Purple. “Baby” Blue, My Lifesaver, Step 2 the Beat of my ♥, OMB!, Me + Blue, Give Me the First Dance, One Less Lonely Glitter.
Let me just say right off the bat: GENIUS, GENIUS, GENIUS!
JB’s marketing team did a fantastic job. The co-branding with OPI is great and the team is very focused on their target market of JB’s #1 fan base of pre-teens.
There are several really great techniques about this collection:
– over half of of the polish bottles are names from the tracks off Justin Bieber’s latest album, “My World”
01. One Time
02. Favorite Girl
03. Down To Earth
04. Bigger
05. One Less Lonely Girl
06. First Dance (feat. Usher)
07. Love Me
08. One Less Lonely Girl
09. One time
1. Baby
2. Somebody To Love
3. Stuck In The Moment
4. U Smile
5. Runaway Love
6. Never Let You Go
7. Overboard
8. Eenie Meenie
9. Up
10. That Should Be Me
– it has his face on the packaging
– and the nail polish is a perfect product for his fan base which are mainly girls in elementary or high school
I know a lot of customers who come in to my work and gasp at the existence of the JB OPI collection. Most of the older women don’t even take a second look at the polishes after knowing that it is associated with JB ( 🙁 i like him ), but I see young girls squeal in excitement and always ask me if there are any available for purchase. This brings me to my last main point:
– the product was almost tailored to the preteen segment because most of the colors are with sparkles and brighter tones, and some specifically for layering on top of a base color. From my experience working at a beauty bar, these are the exact colors these younger girls go for (and they love to layer), whereas the older women prefer natural, single colors!
I’m a fan 🙂