Behind the Scenes with OPI and Mattel

The popular Barbie Instagram plays around with OPI GelColor.

Barbie takes a trip to the OPI headquarters for a GelColor manicure.
<p>Barbie takes a trip to the OPI headquarters for a GelColor manicure.</p>

One of OPI’s latest partnerships was an adventure of “miniature” proportions. The world leader in professional nail care saw an opportunity to team up with Mattel and its enviable @BarbieStyle Instagram account. This Barbie’s persona is that of a modern-day fashion blogger. The account currently has a following of 1.4 million and has only been on the platform since August 2014. In addition to attending events such as Tribeca Film Festival and the Golden Globes, @Barbiestyle features anything from close-up shots of accessories, to outfits of the day and Barbie-sized style details.

What initially drew Erica LoGiudice, associate interactive media manager for OPI, to the @Barbiestyle Instagram account was the brands’ similar demographic and interests. Plus, LoGiudice says OPI specifically focused on GelColor because Barbie is a “world traveler” and needs a polish that would last a couple of weeks without chipping. LoGiudice say Barbie is an “OPI Girl,” with a great sense of style who loves color and most of all enjoys adventure. LoGiudice brought the idea to OPI co-founder and brand ambassador Suzi Weiss-Fischmann, who was immediately on board. OPI’s digital media team coordinated with Mattel to set up Barbie’s visit to OPI headquarters.

The two Instagram posts conceptualized by OPI’s digital media team and Mattel’s @Barbiestyle team features Barbie getting a GelColor manicure with tiny OPI GelColor bottles in the shot. She even details which GelColor she is using (Suzi Shops and Island Hops).

Collectively, the posts garnered more than 95,500 likes.

Although there are no immediate plans for a co-branded Instagram post with Barbie, the OPI team says they are always open for Barbie to come visit.   

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