Nail care brand OPI has recruited Serena Williams, Gabrielle Douglas, Misty May-Treanor and Danica Patrick for its new GelColor campaign, focusing on the theme of endurance, and heading in a different direction from the normal Hollywood inspired looks, the athletic inspired lines will feature stars of the 2012 Summer Olympics.
OPI is launching a new GelColor consumer advertising campaign centered around the theme of “Endurance,” inspired by the strength and fortitude of female American Olympians and athletes who continue to champion their fields: Gabrielle Douglas, the two-time gold-medal Olympic gymnast; Misty May-Treanor, the three-time gold-medal Olympic Beach Volleyball player; Danica Patrick, the most successful woman in the history of NASCAR and American open-wheel racing; and Serena Williams, the four-time Olympic gold-medalist and Wimbledon champion.
The idea behind these ads is to showcase how durable and strong OPI GelColor is. The nail polish which is available in 50 shades will carry the tagline “Color Endures at the Speed of Life”.
“The strength shown by these world-class athletes is emblematic of OPI’s GelColor and prompted our newest message—’Color Endures at the Speed of Life,'” says Suzi Weiss-Fischmann, OPI Executive VP & Artistic Director. “OPI GelColor is in over 100 countries worldwide, and similarly to Gabrielle, Misty, Danica and Serena, is a champion in its field.” According to Fischmann, the OPI GelColor line is trending toward $100 million in distributor sales.
Gabrielle Douglas who took flack this summer over her hairdo will be features on a gymnastic trampoline, Serena Williams will be featured doing what she does best, playing tennis, Danica Patrick will be featured in her race car and Misty May-Treanor will be featured serving some sets of volleyball. Each ad will be uniquely fitted to the celebrity athlete.
The new GelColor ad campaign will launch December 2012 in Bon Appetit, Essence, Health, Lucky, O the Oprah Magazine, and Real Simple.
Gels are the latest and hottest trend in the multi-billion dollar nail salon industry. Available in gel formulations of over 50 of OPI’s best-selling and most iconic hues, GelColor is a professional salon service that allows women to get manicures in their favorite shades, four times faster than a traditional gel service. GelColor is designed to stay on nails for two to three weeks without chipping, enduring through the daily trials of women’s lives.
As the world leader in the professional nail care industry, OPI is committed to providing high-quality products and services to both salons and their customers, along with a focus on industry safety and innovation. Known for its exceptional formula, fashionable colors and iconic names, OPI’s heavily-pigmented lacquers are super rich, long-lasting and chip-resistant – offering an affordable luxury to consumers. OPI nail lacquer is available in over 200 shades and contains no DBP, Toluene, or Formaldehyde. Each lacquer features OPI’s exclusive ProWide™ Brush for the ultimate in application. Currently, OPI is available in over 100 countries and retails a full line of professional items, including nail treatments, finishing products, lotions, manicure/pedicure products, files, tools, gels and acrylics.