OPI introduced two new interactive digital platforms to support the launch of Gwen Stefani for OPI, a collaboration lookbook and an app. The lookbook, which can be accessed at www.opi.com/gwen, allows fans to follow the line’s journey from inspiration to execution. It also contains a behind-the-scenes video from the collection’s photo shoot, interviews with the star, and tutorials. “OPI is excited to announce these two new digital components to enhance Gwen Stefani for OPI,” says Suzi Weiss-Fischmann, OPI founder and executive vice president. “Collaborating with Gwen has been such a thrilling experience, and the lookbook provides consumers with a special glimpse into the partnership—from color development to product naming to shooting the campaign.” The app, compatible with iPhone and iPad, allows consumers to virtually create their own freehand nail art using the collection’s seven shades—Hey Baby, I Sing in Color, Love.Angel.Music.Baby., 4 in the Morning, In True Stefani Fashion, Push And Shove, Over & Over A-Gwen—along with Swarovski black crystals and silver, gold, and pewter studs in bar, square, diamond, and circle shapes. Says Weiss-Fischmann, “The Gwen for OPI app is unlike any other nail art app available, allowing users to virtually paint their nails, add crystals and studs, and place the final look on a manicured hand—with no templates to curb creative direction.”
For more information visit www.opi.com.