Nails -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
This month’s Brand Awareness takes a look at the history of OPI and how Hennessy Hair and Beauty made one of the world’s leading names in nails available to Irish beauty therapists.
Since its launch in 1989, OPI has gone
from strength
to strength to become one of the most recognisable nail brands in the world.
Adorning the hands and feet of supermodels, celebrities and even royalty, OPI knows what is fashionable, and that is what has been the key to their success.
Pamela Olden, of Hennessy Hair and Beauty Ltd, exclusive distributor of OPI products in Ireland, says: “OPI’s unique marketing approach was our first attraction to the brand.”
Indeed, it is the distinctive way in which OPI has marketed their products and also themselves as a brand that has made them so recognisable.
With collections based on countries and culture, and highly memorable shade names that play on words, the OPI brand firmly stands out.
OPI Fact File • Available in over 75 countries
• Fills an average of 150,000 bottles per day
• Sells approx 36 million bottles of laquer and nail treatment each year
• Stock over 175 current OPI nail shades
• OPI has hundreds of retired shades
The inside info
Founder George Schaeffer’s family originally moved to America from Hungary in 1956 as refugees, determined to create a new life for themselves. George grew up in New York, where he forged a career in the fashion trade, having gained a degree in International Economics.
In 1981 George wanted a change of lifestyle, and moved to L.A where he bought the dental supply company that he named Odontorium Products Inc.
Whilst trading George spotted a gap in the market when manicurists started buying his dental acrylic materials to make false nails. They were dissatisfied with the products available from the nail industry, and had sought a stronger and more reliable acrylic.
Spotting a moneymaking opportunity, George worked with chemist Eric Montgomery to develop a more superior form of acrylic based on the dental products, which was ethyl- based rather than methyl-based to be suitable for nails.
The system was nail friendly, smelt better, didn’t cause allergic reactions and produced the results nail techs were looking for. This system is now known as the rubber band special!
George dropped the company name Odontorium Products Inc, but kept the
initials...And so OPI was born!
1981 - George Schaeffer moves to California and buys Odontorium Products Inc.
60
1989 - Odontorium Products Inc. is now known as nail company OPI and launches their first nail polish
1991 - OPI grows and launches the International Collection, the beginning of culture and country themed collections
OPI grew over the next few years with George branching out into other nail products and polishes, and in 1989 he launched the first OPI colour collection, consisting of 20 hand-selected colours including OPI Red.
On the pulse
One of the reasons OPI has kept their finger on the pulse of what is fashionable is down to Suzi Weiss- Fischmann, Executive Vice President and Artistic Director. George’s sister- in-law, Suzi has been with OPI right from the beginning, filling orders in their tiny two-room office in North Hollywood.
Suzi’s forte is fashion and colour, and a lot of OPI’s success has been down to her sense of colour, passion for fashion, and knowing what women want. Nowadays she uses her international network of resources to pick the 12 colours for each season that work best with the new fashion trends on the catwalk.
She is respected by fashion and beauty magazine editors, and has been featured in many media publications all over the world.
1996 - OPI win their first InStyle Best Beauty Buys Award for Best Value Nail Polish
Suzi Weiss-Fischmann George Schaeffer
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