GOING STRONG: OPI Products Inc. has recruited some pretty strong women for an advertising campaign that underscores the strength of its GelColor salon service. Gabrielle Douglas, Danica Patrick, Serena Williams and Misty May-Treanor will be in GelColor ads lensed by Miranda Penn Turin breaking in the December issues of Bon Appétit, Essence, Health, Lucky, O the Oprah Magazine and Real Simple. Suzi Weiss-Fischmann, OPI’s executive vice president and artistic director, conceptualized the ad campaign centering on the theme of “Endurance” after spotting athletes during the London Olympics wearing patriotic nail designs. “Never has it been so noticeable,” she declared. “I said, ‘I need to work this and not just let it go.’”
Shot over two weeks in Los Angeles, the images of Douglas, Patrick, May-Treanor and Williams capture them in action. Douglas is on a trampoline; Patrick is in a racecar; May-Treanor is serving a volleyball; and Williams, who worked with OPI previously on a nail lacquer collection, is hitting a tennis ball. “I didn’t want them to be in a glam shot in a studio. I really wanted to show my audience what these athletes endure,” said Weiss-Fischmann.
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By doing so, she continued, the images communicate the beating that GelColor is able to withstand. GelColor manicures and pedicures, available in 50 shades and typically priced from $28 to $45, take roughly 30 minutes in a nail salon and are designed to last around two weeks. Part of the nail industry’s gel segment that’s taken off in recent months, OPI released GelColor last November, and Weiss-Fischmann disclosed it is on track to soon generate $100 million in wholesale sales. To increase awareness of the service, she projected OPI would spend “millions” on the ads featuring Douglas, Patrick, May-Treanor and Williams, which are scheduled to run through at least the first six months of next year.