Profiles

What is OPI? The Real Question May Be “Who”

What is it that goes into OPI sculptured nail products? Personality…and lots of it. The personalities of the two key individuals who run and manage this acrylic product firm, and the imprint they have left on the three-year-old Southern California company, tell as much about their product as any chemical analysis…and probably more. A company’s policies and style are very much a reflection of the people who run it. Therefore, the question is not necessarily “what is OPI?” but “Who is OPI?”

As examples of this quality, George points to the following products:

-Nail Anti-Septic ’99,’ a disinfectant that contains no water but does contain Thymol, white iodine and rust inhibitors; the last to insure that all bacteria can be removed from instruments without rusting.

-Two type of primers, Primer Plus and Primer Plus II, for stronger product strength and designed for the problematic lifter.

-L-2000 Liquid, designed to work well under all weather conditions, and a slow evaporation rate for controlled odor.

-OPI Powders, made of the highest grade core acrylic available, in four shades: NP-100 Pink, NP-200 Natural, NP-300 White, and NP-400 Clear…all designed to stay flexible but strong. According to George, these powders will resist yellowing.

-Nail/Tip and Glue Remover, uniquely and specifically designed for complete removal of acrylic nails or tips. “This is an ideal item to use in case of skin bonding with nail glue,” explained George. “It is not an acetone base product and it will not dry out the cuticles or natural nail plate.”

-Teflon-Reusable-Non-Sticking nail forms, designed for a one-size-fits-all capability.

-OPI Red Stable Brushes, made from all natural sable. “They are top of the line Kolinski brushes made exclusively for OPI by master craftsman in West Germany,” added George. “The OPI Golden Oval brushes are a unique design ideally suited for the professional manicurist.”

Additionally, their Soft Files wrap around safety glasses, long five-inch eye droppers, as most of their other professional products, are all designed to be “one step beyond the ordinary both in quality and imagination.”

“We are truly a company that first asks ‘What does the professional manicurist need?’ and then proceed to develop the products that both Susan and I feel confident enough to put our name on.”

“If we can not come up with the right product,” agreed Susan, “then we do not make it.”

Current steps being undertaken by OPI Products suggest a continuation of the firm’s growth, as they prepare for further product development and a move to larger facilities…steps that according to George, indicate the next area of concern for his firm. OPI recently established computerized billing, inventory control, and shipping procedures. As an illustration of his point, George directs the attention to his warehouse with over 3500 items in inventory for Davis Dental Supply.

“One big step for us has been the development and structuring of an educational program,” said Susan. “We have realized that without education, no advancement can be made.”

To help provide the marketing needed for this dealer/manicurist work-shop program, OPI has recently hired Carol Sonnino. Her past expertise and background in nails and cosmetics has already proven itself.

“Carol is a highly motivated and talented lady,” said Susan. “She has worked with sales reps and has organized educational programs in the past, and is doing a wonderful job for us. She has a great knowledge of the beauty industry and about nails, and quite honestly, we couldn’t have developed our extensive education program without her.”

The move at the end of 1984 to larger facilities ties in with their marketing growth as much as it answers a crying need for more space.

“In this industry, as with any other, it is a must to give the best service you possibly can. You can promote all you want, but without a good and reliable product you cannot make it,” emphasized George. “Fortunately, we are very strong in both areas by choice and by design.”

So…to answer our first question: What is OPI? The “finest” quality acrylics backed by rapid product delivery and reliable service. But beyond that, and at the very heart of the matter, are still George and Susan, running a family owned business, tight knit and on the verge of its next stage in growth. These are two motivated, talented, energetic and dedicated personalities who are unabashedly pursuing the American Dream, AND succeeding.

 

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Keywords:   company profiles     George Schaeffer     history of nail care     OPI products     Suzi Weiss-Fischmann  

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