OPI Gets Bieber Fever (#JustinBieber)

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By: Maria Lago, guest blogger

What do you think of when hearing the words ‘Justin Bieber’?

My mind immediately darts to a crowd of screaming tweens trampling over each other as they tweet death threats to Selena Gomez.

I’m pretty sure, the people over at OPI Nail Lacquer thought the exact same thing when creating the new line for their sister company ‘Nicole by OPI’ cleverly named ‘The One Last Lonely Girl Collection‘.

I can’t think of anyone better to endorse the pop culture inspired collection than the Biebs himself.

How extraordinarily genius!

Picture this: you’re a 15-year-old girl in a drug store trying to decide which nail polish you want.

Should you go with the Essie brand for $4, the Sally Hansen for $5 or wait, there he is… a promotional cardboard cutout of Justin is staring right back at you whispering, ‘I know I’m $7.99 but c’mon you know you’ve got the fever!”

Yes, the sale goes to OPI even though it’s the most expensive brand!

Not only is the popular nail lacquer brand endorsed by one of today’s hottest pop stars, Justin’s favorite charity is also affiliated with the line. Part of the proceeds from all sales will go to create awareness and raise funds for Pencils of Promise (PoP).

PoP is a non-profit organization helping children in the developing world increase their educational opportunities as well as rebuilding schools. According to NicolebyOPI.com,

“Justin has joined together with PoP to build 100 schools for children around the world with the help of young people everywhere.”

When you buy one bottle of the nail polish, you’re not only keeping your fingertips in tip-top shape, you’re saving the world and taking a little piece of Justin Bieber home with you.

I’m pretty sure you can’t do all that with any ol’ regular bottle of nail polish.

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Even though Justin is representing the entire line, the bottle itself still screams OPI!

The brand stayed consistent with the style of the classic OPI products so consumers will recognize it immediately.

There was a slight slant design added to the front of the ‘Nicole’ bottle to give it a younger hipper look.

‘Nicole by OPI’ is targeting a much younger audience with its funkier take on the classic design.

At the end of the day, the ‘Nicole’ sister brand and the giant of Bieber will not over power the overall image of the line.

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Let’s face it; OPI is one of the greats in the world of nail polish surpassing the once reigning Queen of Lacquer, Essie herself.

Essie is still pretty popular in nail salons, but it’s taken a back seat to OPI.

Placing a bottle of OPI next to a bottle of Essie, the difference is obvious… At least for me, the OPI packaging is much more attractive than the classic image of Essie.

It has a bit more of an edge and appeals to a younger generation, not only with the packaging, but also with the colors.

Essie has some great classic colors that will forever be top picks for me, but my funkier side is craving the fantastic neon shades of OPI, the glitter and all that sparkles!

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If you are as indecisive as me when it comes to picking the right color, your stress ends here.

Now you can download the ‘Nicole by OPI’ Phone App and try on all of Justin’s favorite shades as well as the rest of the OPI colors.

This is an absolute PR win for the brand.

Not only do they dominate the nail polish industry as well as keeping all the ladies manicured and pristine, they are now also keeping the attention of their fans with their new phone app. Why stop the infatuation at the drying stage?

OPI has kept it going by allowing their customers to virtually try on each shade!

Take this girl for example who left a comment under ‘The One Less Lonely Girl Collection’ webpage.

Submitted by Guest on Wed, 03/16/2011 – 19:34


“I HAVE ONE LESS LONELY GLITTER! This is my first OPI nail polish and im glad its a Justin Bieber collection. <3 It’s the reason why my mom let me get an expensive nail polish..cause its Bieber! 😀 I wannaa get all of themm! Theyre soo expensive though! D; Someday. <33 LOL”

The Bieber-obsessed fan obviously doesn’t have enough of an allowance to buy the entire collection herself, but she sure wants to have them all… Now she can imagine she does by playing on the new app.

She’ll have the chance to try out the colors and Mom doesn’t have to go broke buying all 14 shades.

Don’t have a fancy phone for the app?

The website also provides the same service here: OPI Phone App

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(Left to right) Not a Gold Bigger, I’ve Got Bieber Fever, Make U Smile, Red-y to Runaway Love, I’m a Belieber, One Time Lime, Prized Possession Purple. “Baby” Blue, My Lifesaver, Step 2 the Beat of my ♥, OMB!, Me + Blue, Give Me the First Dance, One Less Lonely Glitter. You can purchase The One Less Lonely Girl Collection at Amazon.

Some photos provided by Nicole by OPI

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Maria Lago is the Owner & President of Three / events & pr, an Event Planning and Public Relations boutique firm based out of Westchester, NY. Maria is the founder of Three Gets Furry, an event dedicated to raise funds and awareness for the SPCA of Westchester. She attended St. John’s University majoring in Communications Arts and minoring in Public Relations. She loves Twitter, and blogging about fashion, events & pr chatter. Follow her @ThreeEventsPR

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