Unfortunately, OPI doesn't have as cool a name as I thought. But the quality and popularity of their products overrule any opinion about the company's name. OPI was founded through a dental supply company and originally began distributing acrylic nails to beauty salons. OPI stands for Odontorium Products, Inc. and is now one of the leading nail lacquer's world wide since its founding in 1981 by George Schaeffer. It continues to be a family owned business with the help of Suzi Weiss-Fischmann as Executive VP and artistic Director for the company. Also on board are Eric Schwartz, COO, and William Halfacre, Executive VP of sales and marketing. This team of four has helped OPI "...become the world leader in professional nail care." (OPI)
The company is committed to providing customers with the best quality products and services. They not only aim to be the best in the beauty industry, but also under their own roof. OPI takes employee safety very seriously. They want to ensure their employees experience a safe and energetic work environment at all times. Additionally, OPI works extremely hard in making sure their customers buy clean products that do not use animals for testing and put up a strong fight against diversion, "The sale of professional products outside of professional beauty channels." (OPI) More simply put, they want to be the best.
This can be seen through the hard work of Suzi Weiss-Fischmann as she continually creates bright, flirty, simple and professional lacquer colors. With over 200 shades, each color has Fischmann's personal touch and approval including the clever assortment of names given to each lacquer. It goes without saying that OPI's main target audience is female. However, the company prides themselves in reaching out to an audience of all ages globally. From their Texas collection to the Softest Shades, there's a color for every person, at any age, every season, all around the world. There's no doubt OPI has a color for Grandmother, Mother, and daughter, in Los Angeles, New York and Paris.
OPI's most recent color-tastic inspiration puts the Muppets and Nicki Minaj on center stage (Nicki Minaj colors soon to come). With shades like "Divine Swine," "Warm and Fozzie," and "Fresh Frog of Bel Aire," OPI hopes to excite a slightly younger audience this Thanksgiving.
After looking at the website for a while, I have to say the coolest part is being able to "try on" different nail colors. You can click on any color and see it painted on a virtual hand. What's most interesting is that you can adjust both the nail length and tone of the skin to match your preference. This feature seems odd at first, but its quite genius. OPI has made their product even more "user friendly" as you can see what color would look best with your skin tone. Unlike many companies, OPI wants customers to be satisfied with their purchases, not feeling guilty or bummed they burned more money on a color that they don't really like. They even provide a "How to" properly paint your nails.
"OPI’s reputation is built on its commitment to quality, safety, innovation and excellence – a commitment it honors with every product, every day." (OPI)
Love OPI, have to say I am disappointed in the name - OPI sounds exotic to me - Hawaiian, but Odotorium does sound like a dentist drill. I love the fact they keep coming up with something different and also the fact they package their colors with other promotions on the market - like the new resurgence of the Muppets. Thanks for the Blog – it was fun reading.
ReplyDeleteYeah. The name's real meaning is a bit of a shock. Just goes to show how creative dental suppliers can be when unchained in the name game. Clearly, they should have brought Suzi on board earlier.
ReplyDeleteStill, we need to remember, it's the underlying meaning of the name that's disappointing. OPI isn't too bad, since both of you gave it high marks until you learned its story. Words can have many meanings, though. In this case, a range of new meanings (bright, creative, colorful, customer-centered, etc.) seems to be emerging with customers like you.
Overall, this was a good job, a nice rundown of the company's background, audience, and current characteristics. Especially impressive (to me, at least) is your ability to assess the fingernail try-out feature in terms of what it means for the brand.
A good read.
Great Blog, very thorough in content and well organized. I like the way OPI stays current with the different trends, seasons, etc because it leaves the consumer wondering what new color is around the corner. Normally beauty products come and go but because of OPI's quality they have been able to sustain their business by being so creative. As Kimmee stated, OPI is able to cross generations which is problably difficult with most beauty products.
ReplyDeleteYeah, as a guy, I hate this company haha. I respect what they do for the female culture and for our eyes, but girls in their college years are just so obsessive over what their nail color is. I remember my girlfriend's junior year roommates and one girl rocked a different color on each of her fingers. Another was obsessed with getting that crackle looking design?! It was craziness. Awesome blog though. I had NO clue that they were releasing a line based off of The Muppets. My only question: Will there be a bacon colored one for Miss Piggy?
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