OPI Products Inc. has put social media at the heart of its communications strategy, and Suzi Weiss-Fischmann, executive vice president and cofounder of the nail lacquer company that was acquired by Coty Inc. in 2010, thinks all consumer goods companies have to do the same if they hope to survive.
“Clearly, customers expect more from brands today,” she declared. “They expect brands to understand, engage with them, listen to their needs, have a dialogue and create products that fit real needs.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"