OPI launches new fall colors inspired by travels along the famous Route 66.
NAILS and OPI celebrating the launch of the Route 66 collection. L-R: Michael Kirk, George Schaeffer, Suzi Weiss-Fischman, Cyndy Drummey, Erika Kotite.
As fall arrives, road trips with OPI Products along highway famous for its pure Americana: Route 66. OPI’s 12-shade Route 66 Collection hit the road at a June 19 event held most appropriately at one of the hippest hangouts in Los Angeles: the Thunder Road House on the famous Sunset Strip.
When OPI president George Schaeffer welcomed the guests, he explained how OPI came up with its latest polish collection theme. During his travels, Schaeffer found himself in Tulsa, Okla., where a 60-ish sales consultant for one of the local beauty suppliers approached and asked if he had ever considered naming a collection after the famous highway. Schaeffer and VP/artistic director Suzi Weiss-Fischmann took the suggestion, formulating a dozen knock-out shades for fall and naming many of them after towns along the historic route (Romeo and Joliet, anyone?).
“Route 66 is OPI’s biggest collection yet,” says Weiss-Fischmann, “and the Thunder Road House was the perfect spot to introduce it.”
The luncheon guests, all trade and consumer magazine editors, were treated to an all-American BBQ and southwestern spread surrounded by prominent motorcycle décor, including nostalgic Harley-Davidson advertisements, an autographed “Easy Rider” movie poster, and of course, a vintage Harley. Afterward, four OPI educators, including Southern California regional manager Eleanor Victor, pampered them with a Route 66 Manicure. Weiss-Fischmann kicked off the promotional campaign with a two-day trip to New York City to introduce top beauty editors to the collection.