At the 2018 Wella North American TrendVision Awards, Coty Professional brands introduced new trends for the future of beauty. For OPI, the future is all about color. Their new tagline “Color is the answer” represents the brand’s focus. “Color strikes emotion, color can change your mood,” explains OPI global education senior manager Lindsay Perez. “‘Color is the answer’ is what we stand for in so many different ways. It’s really something more inclusive.”
In nail style trends, “What is old is new again,” OPI global celebrity ambassador Tom Bachik told NAILS. “It’s taking the chrome powders, mylar, and glitter, and using them in a new way. So for summer, it’s about bright colors again, but now let’s give it a bit of sparkle, let’s add a cellophane look to the bright colors that you can’t get out of a bottle by itself. It’s about combining things and using them in a new way.”
Bachik has noticed changes in how nail professionals grow their businesses, and being up to date on popular trends is one key to helping nail techs attract clients. “For the professional now, it’s their job to market themselves to the consumer to get them into the salon,” he says. “We’re seeing trends that are happening with the different celebrities and seeing how we can get that to the professional faster so they can offer those styles,” he explains. “They can show that to their clients on their networks and do the art they’re seeing.”
Perez says OPI is planning new innovations for the professional. “We want to make sure that we continue to innovate with products that are safe and compliant across the globe, but also make sure we provide systems that are faster and more efficient for nail techs in application and removal,” she explains. The brand is planning to focus on innovations in education as well, creating digital education opportunities for nail techs. “We want to reach more people digitally, but with really best-in-class education,” she says. “We want to make sure it’s accessible, that we don’t have a ton of barriers, but it’s still professional first.”
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