THE WHAT? Wella-owned nail brand OPI has teamed up with Xbox in a cross industry partnership that sees the launch of a spring 2022 collection.
THE DETAILS The collection will feature 12 hues and aims to bring the “virtual worlds of gaming to life so you can unlock endless looks and play with nail art and new trends.”
As of 1st February, consumers can unlock shade-matched Xbox in-game content for Halo Infinite and Forza Horizon 5 with every purchase of the Xbox OPI polish.
Relating to the gaming world, color names include Achievement Unlocked, Racing for Pinks and Can’t CTRL Me.
As part of the collaboration, OPI and Xbox will team up with notable creators from the gaming industry.
THE WHY? Beauty/gaming tie-ups have long been popular cross industry collaborations. And with the gaming world growing in popularity during the pandemic, it’s an increasingly attractive proposition for cosmetic companies.
OPI Co-Founder and Brand Ambassador Suzi Weiss-Fischmann said, “Over the past 40 years, we’ve traveled the globe; now we’re excited to visit virtual worlds with Xbox. In these worlds, anything is possible, and the collection’s colors reflect infinite possibilities to create. Whether you play video games as a creative hobby or as a way to relax and connect with friends, nailcare offers these same benefits. From new shade technology to nail art and more, consumers can expect lots of exciting surprises to come with this partnership!”