Lacquer up with OPI
As I was putting on nail polish today, I realized that all my nail polish are by OPI. What makes OPI stand out and different from their competitors? I would say that OPI brings nail polish to a whole different level. It is safe to say OPI holds more than hundreds different colours of shades and styles of nail polish.
One of my favourite: Black Shatter by Katy Perry
(that I do not own yet, because it’s sold out everywhere!)
A video on the cool cracking effect of this nail polish:
OPI contains many product lines (body crème, nail care, feet care) and various categories under each. For example, for the most popular nail care line, it consists of nail polish, lacquer remover, nail treatment products, etc. By using different factors to target different segment markets OPI increases its market share, adds value to its products and are able to charge at a premium price through successful branding. I believe the success of OPI has a lot to do with its marketing skills. As we probably all know, almost all salons carry OPI as their primary source. By doing so, it helps convey a “professional, high quality, and safe to use” image associated with OPI. Not only this, OPI reach out to their consumers emotionally, by naming each colour with creativity, giving it personality (eg. Ms. Cant be Wrong or Up Front and Personal). OPI also manufacture to different retailers exclusively, for example, they charge at a cheaper price at outlets such as Walmart or Target, and at a premium price at professional salons, or cosmetic stores (Sephora) by carrying different lines at different outlets. The accessibility of apps on Iphone, Itouch, and various electronic devices, allows OPI to target on an individual level.
Various lines of nail polish by OPI include DS, Texas collection, Swiss collection, Hong Kong collection, Katy Perry collection, Serena Glam Slam, Sephora by OPI, Nicole by OPI or the most recent…Justin Bieber inspired: One Less Lonely Girl Collection which I found quite interesting.. There is no doubt that OPI is one of the leading firm in the nail care industry!