OPI: Taking Turkey to the Tips

As blogs start to slowly take over company's leading form of communication between employees within corporate walls and consumers on the outside, OPI by Nicole makes sure not to miss their holiday blog how-to's. Their latest, "Taking Turkey to the Tips" features step-by-step instructions for properly painting a turkey on your thumb-nail. They even give you specific OPI colors to use (My Empire, My Rules should be used for the thumb). At the end they give us (the consumer) the ability to comment and interact with others reading the blog. We can also like it on facebook directly from that page, re-tweet, or post on other social networking sites. OPI by Nicole has their own blogs while they provide links to other fashion and beauty blogs they feel their costumers/readers will enjoy. These external blogs keep OPI fresh and fashion forward, and give us new content to read so we don't get bored. Additionally, OPI by Nicole is partnered with the Kardashian family. They have their own line and have done quite a bit of promotion from interviews to photo-shoots and mentions on Twitter.

OPI, the parent of OPI by Nicole, blogs via Suzi Weiss-Fischmann, the company's EVP and Artistic Director. Suzi's Beauty Blog gives you all the latest on "Beauty, Fashion, Travel, Wellness, and More!" Blogging categories start at Affordable luxury and end with Your Perfect Shade. I find odd however that some of her most recent posts date back to May even January 2011. This might be the case because OPI focuses on only a few launches per year and once 2012 hits the blogs will be updated? Like OPI by nicole, these external blogs are for the consumers to get involved and see whats happening not only with nail polish, but in the beauty and fashion worlds as well. It allows us to see a beauty professionals take on our own personal interests.

As far as I can see, there aren't any internal blogs set up within the company. In order to even become an employee of OPI, you must obtain a proper education within the beauty arena. OPI offers help in jump starting your career in cosmetology and/or Nail Care. But both fields require a 3-6 month program. OPI even has it owns program with scholarships available called the OPI National School Program offered at certain beauty schools around the country.

It seems that if OPI was to integrate an internal blog, they should focus on topics about maintaining what they already have. OPI is incredibly successful which means the company is doing things right internally as well. Our book talked in Ch. 5 about the need for successful companies to continue blogging in order to maintain company camaraderie. It's true you shouldn't try and fix something that isn't broken, but there's nothing wrong with a few tune ups. The blogs OPI currently have seem to cover plenty of topics interesting for consumers/readers. I would say Suzi might want to update more frequently through-out the year and not focus so much in the early months. Blogs should be like magazines in a way. We subscribe to magazines because we want to know whats new each month. We read blogs because we want to know whats new on a regular basis.

Although OPI has many celebrities endorsing their product (i.e. the Muppets, Niki Minaj, Pirates of the Carribean) The Kardashian's seem to have a strong hold within the OPI by Nicole branch. This is an incredibly smart move by both OPI and the Kardashian Family. Two very large brands have come together to create a line that is unique and stands out from the rest. Already thinking about Christmas and New Years, the Kardashian line features lots of sparkle and shine, perfect for a holiday party. Even if OPI customers don't necessarily "Keep up with the Kardashians," they for sure know who they are. And when you see an a bright sparkly pink shade on your co-workers fingers next week, who's to say it's probably not "Wear Something Spar-Kylie" from Kardashian line?