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?

OPI: KISS This

When you think about it, OPI is kind of incognito. The only traditional media they use is magazine advertisements. In 1996, this headline came out: "OPI Expands Advertising Horizons." The kicker however is that their "expansion" in 96 was adding Instyle FULL page advertisements each month. I guess they had been working with half or quarter pages before this change. Take a look at the full page ad in 1996 and compare it to ads we see today in InStyle...

 

These two ads aren't really that different in content. The quality of Katie Perry's ad is a little more clear and polished due to our technological advancements.  I have yet to see an OPI commercial on TV or radio. Their website does get a lot of foot traffic, especially with the number of blogs they keep. And their twitter account seems fairly popular with 47,720 followers (me being one of them). With new media outlets like facebook and twitter, OPI chooses to partake in them, while keeping their tradition of print advertisements. Today however, the company primarily uses beauty magazines as their number one media outlet. Having females as their target audience, they know women will subscribe to and read beauty and health magazines. I know every time I go to the airport or take a long road trip,  Cosmopolitan, InStyle, Lucky, and Glamour are always in my bags. And I also know there will be one full page OPI advertisement. I actually get intrigued as to who will be the celebrity model. Lately they've been using high profile celebs for their campaigns and I always enjoy looking at the new ad. 

 

For OPI, This is the perfect foot traffic.With that, their reputation remains strong. OPI isn't trying to annoyingly push their way into every woman's heart commercial after pop-up after advertisement. Remember, OPI stands strong as classy and professional company. They push to be the best and most honest in their field at the same time to be fun and flirty. 

 

Ultimately, They want us to make the decision for ourselves. If we, consumers, take the time to search out OPI products (in magazines or on the internet) that means we have a personal attachment, or want an attachment possibly, to the company. But OPI doesn't need to flood every media channel to gain recognition. They definitely follow the KISS motto: Keep it Simple (and) Stupid.

OPI: Beauty, Brains, and Business

OPI, like most businesses today, uses social networking as part of their company strategy. On their home page are the two most popular social networking site icons: Facebook and Twitter. They encourage us (the viewer/consumer) to "Join us on Facebook" and "Follow us on twitter." nowadays though, who doesn't have these links? It's kind of a no brainer that Facebook and Twitter are the leading social networking sites to reach out to consumers and target audience.

What's interesting though is the amount of blogs they have linked to their site. Nicole by OPI has its own page and many links to blogs that discuss beauty, health and fashion. Honestly though, it makes sense. When women get dressed, we don't just throw anything on. There is careful planning and often multiple changes. Therefore, matching our nails to our wardrobe isn't too far fetched. We get our nails done for special occasions all the time. And also popular, which I myself do as well, is choosing colors based on the seasons. It's kind of an unsaid rule that bright colors are for summer, dark colors are for winter/autumn, and pastels are for spring. So yeah, matching matters and we need to blog about it.


OPI's website if very userfriedly. They have large icons at the bottom, easy to read tabs on the top and side, and overall is very appealing. Especially the "try-it-on" feature I talked about in my last blog. That feature makes the website interesting, fun, and gives you a feeling of wanting to return. There are also a lot of little links and hidden "treasures." There are quite a few blogs I wouldn't have found if I didn't go clicking on every tab. And once I opened them I was surprised at how much more information there was. I got extremely excited to see the Kardashian collection. (Yes, one of my guilty pleasure TV shows is Keeping up the Kardashians). But I kind of wish they featured them on the home page.

All in all, I love OPI's website. I went as far as to download the OPI iPhone app. I saw a little blurp about it on the side of a linked blog and thought, 'what the hell.'There are so many options OPI provides, lots of blogs to read and get involved with, easy to use links about products and services, and overall has an incredibly friendly, sheek, and inviting feel. OPI is built on professional fun. They aim to be a company that is taken seriously and respected at the same time leaving their customers feeling good about who they are (and what their nails look like of course). What helps add to OPI's success online, is their dedication to offering other products besides nail polish. They also have a line of skin care for hands, feet, and face. Additionally their "Beauty Consult" tab gives the consumer the chance to seek assistance on nail care, skin care, fashion, etc.

OPI kinda kicks ass in the nail polish field. They have it all: Beauty, Brains, and Business. Their content is up to date, user friendly, and fun peruse.

OPI is Boss.

What's in a name? Well, if we look past the literal definition of OPI (Odontorium Products Inc.) we see that OPI is not just an acronym, it's a brand. OPI is something that "customers feel they can become endowed with its qualities when they buy or is it." (Lindig, Lecture) For example, I walk into Pretty Nails Salon and look at all the colors, OPI and other brands. Say I want something with a little sparkle in it because I feel like I need more pep in my step, and OPI is the only brand that has any sparkle colors. I choose "Metallic for Life" which is part of the Nicki Minaj collection and well, now I feel kind of a like a bad ass myself. "Brands use distinctive imagery, language and associations to encourage customers to identify with the brand." (David Haigh)

Ok, so why is OPI so special then? I mean, it is just nail polish. And for all the gentleman out there I'm sure you don't sprint to the cosmetics section of target to browse the newest shades OPI just put out. However, for the rest of us females, especially those who enjoy a good red shade during the Christmas season, OPI isn't just a polish. Often times, a woman's appearance can be pulled together by her perfectly polished nails. And OPI has stood at the top as THE best lacquer for that perfect final touch.

As you recall in my first post, OPI's mission statement is grounded on this: dedication to excellence. And this excellence begins with the perfecting of their brand, their identity, their 'OPI' voice. This can only happen though with a good strategy. The stronger the brand, the better connections with customers, resulting in more hype for the brand itself. OPI successfully connects with its target audience and consumers through their array of celebrity inspired shades, modern, easy to use website, and successful advertisements online and in print.

OPI's uniqueness doesn't need to be explained. Instead of buying a red nail polish, OPI offers a category of reds. You can choose from "Love is a Racket," "Cha-Ching Cherry," "Thrill of Brazil" and about 15 other reds. OPI's greens aren't just green, they are "Gargantuan Green Grape" and "Did it on Em." Need the perfect shade for a wedding? Try their nudes collection featuring "Mimosas for Mr. and Mrs" or " At First Sight." Hell, if you want to match the color of your new Dell Notebook, try out "Austin-tatious Turquoise," "Dim Sum Plum," or "Conga-Line Coral." Yep, OPI is partnered with Dell so that you can coordinate the color of your computer to your fingers nails. If that's not thinking outside of the box, well, I don't know what to tell ya.

OPI's authenticity follows suite with its uniqueness. Everything OPI creates and manufactures is true to its identity. As a leader in the professional beauty arena, OPI takes care to make sure their products are nothing but authentic and carefully planned out. Creater Weis-Fischmann takes the time to screen each lacquer before it is marketed for consumption. Every shade must have a perfect corresponding name and it must fit with OPI's whole color collection.

Okay, so OPI is unique and authentic. But is it something people talk about? OPI may not be dinner conversation with the family, but its definitely something to discuss on a girls night in with luxurious mani and pedi's. As women, we notice when one of our fellow females get newly polished. And then the next question "What color is that?? I love it!" In the salon world, OPI is king...or Queen. I haven't walked into a salon to date, that doesn't provide OPI nail polish.

We have seen OPI's uniqueness, authenticity and talkability. Now its time to discuss OPI's personality. With the array of shades provided, you can feel flirty, fun, ambitious, dark, sparkly, soft or happy. But whats important to note is that no matter what shade you choose, you are always professional. OPI is professional in all aspects. On their website, in their content, and with each lacquer they create. They're logo is professional, their mission statement is professional, the look of their website is professional. They give back to the community, they support the fight against cancer, and support education needs. Although many bright colors make up a large portion of their collection, and their website is splashed with images of the Muppets and the Queen of HipHop Nicki Minaj, OPI still remains faithful to their professional personality. They are the boss of nail polish and every one knows it.