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EXPERT GUIDE
OPI
OPI is a family-owned company committed to the wellbeing of its clients and high quality product ranges. The brand’s popularity is global, and it combines leading edge innovation with an unerring sense of style that has driven the company since its inception in 1981.
Below: Axxium Soak Off Gel Lacquer in Lincoln Park After Dark THREE TOP TIPS
Build retail sales OPI’s retail displays are stocked with essentials for spa customers to use at home and offer thousands of pounds in potential profi ts with each inventory turn.
Reward clients Ask clients to refer a friend to the spa and reward both parties. Encourage clients to try extra services by offering them an introductory price.
Try a different tack Think of catchy names for treatments that guests will remember, and offer a variety of manicures and pedicures with different grades of luxury.
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What differentiates your brand from other products on the market? We are very focused on serving the spa market and are committed to maintaining contact with spa managers across the country, keeping them informed of the very latest products and special offers from OPI. The spas we work with rely on us to deliver outstanding customer service and, as a team, we work together to ensure that this is delivered.
Why should spa owners consider using your brand? The products are of exceptional quality and we offer support from a team of business development managers to ensure continued happiness. Spa managers are visited by a member of the OPI team on a regular basis to ensure that treatments are being delivered to the highest standard possible and that retail opportunities are maximised to their full potential.
What training and after-sales support do you offer? In the UK, on-site, regular training with spas is given, so the staff are continually educated in the OPI systems that they provide. We recognise that spas have
different needs to salons and we ensure that we accommodate them. In regards to after sales support, the
spa receives a monthly visit from a dedicated business development manager who talks through new product lines, news for spa treatments and marketing support. We also provide support for any events the spa holds.
What new trends do you see emerging for 2013 and beyond? In terms of colour, for 2013, teal will continue to be a strong option for nails.
Where does the inspiration behind your colour collections come from? Suzi Weiss-Fischmann, OPI Executive VP and Artistic Director, creates each shade of OPI nail lacquer, based on each season’s fashion and beauty forecasts. All OPI lacquer collections are named after geographic locations because George Schaeffer, OPI President and CEO, has always had a global vision for the brand, and OPI continues to launch themed collections; working alongside designers, fi lms, music artists and actors.
Spa clients include:
SelmaSpa+, Sweden Mere Golf & Country Club, Cheshire, UK Four Seasons Hotel London at Park Lane, London, UK Intercontinental Park Lane Hotel, London, UK Formby Hall Golf Resort & Spa, Liverpool, UK
OPI Distributed by Lena White Ltd +44 (0) 1923 240 010
www.lenawhite.co.uk www.opi.com
european spa |
www.europeanspamagazine.com
Image courtesy of OPI
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