OPI’s Commitment to Salon and Beauty Industry Revival
The beauty industry has faced unprecedented challenges due to the COVID-19 pandemic. OPI, a leading professional nail brand, has launched a series of initiatives under the ‘Bounce Back’ program to support salons during these extended closures and aid in their recovery. The program aims to support both professional and consumer markets, reinforcing OPI’s commitment to the industry.
OPI’s Bounce Back Program
As part of its multifaceted approach, OPI has introduced a $200,000 grant through the Hairdressers At Heart fund. This initiative offers financial relief to beauty professionals, including nail technicians, salon owners, and educators. Furthermore, OPI is providing resources to connect nail techs and salon owners with government agencies to obtain COVID-related aid.
To further support its partners, OPI is assisting nail technicians in offering take-home kits to their clients, enabling DIY nail care during salon closures. To keep the community engaged, OPI has launched the #StayAtHomeChallenge, inviting followers to participate in creative nail challenges and share their work on social media platforms.
Education and Sanitation Resources
Understanding the importance of sanitation, OPI has revamped its education resources to include COVID-conscious sanitation protocols. These resources build on OPI’s long-standing commitment to hygiene that dates back to 1981. The comprehensive guides, FAQs, and new tools are designed to ensure both client and professional safety post-lockdown.
Each Goodwill recovery kit includes essential sanitation items like masks, gloves, and antibacterial hand wash gel. The initiative also offers discounted sanitation products throughout the year. OPI is providing salon partners with free toolboxes that contain materials to help implement these new safety measures, including email templates, social media content, and salon video tour samples.
Expanding Ecommerce and Virtual Education
Looking ahead, OPI is focusing on expanding its ecommerce and educational offerings. The brand plans to enhance its presence on third-party sales platforms such as Amazon and develop new educational resources on opi.com. This includes YouTube videos and social media live sessions, all aimed at increasing brand engagement and traffic.
Mobile assets tailored for nail technicians ensure that OPI’s educational resources are accessible on-the-go, supporting professionals as they adapt to new working conditions.
OPI’s Vision for the Future
Despite the profound impact on the professional market, OPI sees growth opportunities through direct consumer sales channels. By focusing on ecommerce and consumer engagement, OPI aims to provide tools and care products for the growing demand for DIY beauty solutions.
As Co-founder Suzi Weiss-Fischmann emphasizes, OPI remains steadfast in its commitment to its core values, supporting salons and professionals by fostering a safe and innovative environment. With these comprehensive strategies, OPI is not only helping salons navigate current challenges but is also paving the way for a robust recovery.
