OPI releases two new interactive digital platforms to support the launch of Gwen Stefani for OPI – a collaboration lookbook and an app.
The lookbook is hosted at OPI.com/Gwen, where fans can follow the line’s journey from inspiration to execution.
The lookbook contains an exclusive behind-the-scenes full-length video from the collection’s photo shoot, never-before-seen interviews with Gwen, and tutorials featuring nail art created by The Illustrated Nail’s Sophie Harris-Greenslade.
Gwen Stefani for OPI also introduces a new iPhone/iPad app where consumers can 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.
“OPI is excited to announce these two new digital components to enhance Gwen Stefani for OPI,” states Suzi Weiss- Fischmann, OPI Founder and Executive VP. “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 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,” adds Weiss-Fischmann. “Gwen and I will hand-select three contest winners each week, and we are really looking forward to seeing what users create.”
The Gwen Stefani for OPI lookbook can be accessed at opi.com/gwen. The iPhone/iPad app can be found through the App Store by searching Gwen for OPI or by following this link: bit.ly/GwenApp.