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.