Description:
Beginning October 1, 2024, OPI unleashes the magic of the holiday season with a new limited-edition collection inspired by Universal Pictures’ spectacular, generation-defining cinematic event, Wicked (in theaters November 27).
OPI x Wicked features 12 color-matched shades in Nail Lacquer and new and improved GelColor featuring OPI Intelli-Gel Technology™, nine long-wear Infinite Shine hues, and four xPRESS/ON press-on styles. The colors and designs are all inspired by the rich, colorful, immersive and magical world of Wicked. Spellbinding effects include a glow-in-the-dark shade, shimmers, pearls and crèmes to thrillify nails all season long.
Based on one of the most beloved and enduring stage musicals in Broadway history, Wicked is the untold story of the witches of Oz, starring Emmy, Grammy and Tony winning powerhouse Cynthia Erivo (Harriet, Broadway’s The Color Purple) as Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart. Wicked, directed by Jon M. Chu, also stars Oscar winner Michelle Yeoh as Madame Morrible, Bridgerton’s Jonathan Bailey as Fiyero and Jeff Goldblum as the Wizard of Oz.
The film’s Academy Award-winning make-up, Hair and Prosthetics Designer, Frances Hannon used OPI to create the movie’s enchanting nails, which are an integral part of the character looks for Glinda, Elphaba, Madame Morrible and others. As the characters evolve throughout the film, so do their nails. The partnership was born from this organic collaboration, and for the first time, consumers can get some of the exact nail looks from the movie in an instant with OPI xPRESS/ON nail designs.
“The rich sets and costumes, lead character arcs, and shades of green found in nature, inspired fantastical nail looks,” explains Wicked Make-up, Hair and Prosthetics Designer and Oscar® winner Frances Hannon. I wanted the nails to help tell the characters’ stories, including Elphaba’s (Cynthia Erivo) natural green nails as an extension of her skin color as the film starts. Elphaba’s manicure progresses to a longer, stronger look with powerful nail art as she develops her sense of self and discovers her true potential. Glinda’s (Ariana Grande) French manicure is stylish, elegant, and timeless with small emerald embellishments to reflect her privilege and popularity.
I’ve been a longtime fan of OPI for its exceptional quality and variety of beautiful colors. I enjoyed layering green shades together and playing with artificial nails during filming. I’m thrilled to see many of these looks come to life for everyone to enjoy,” continues Hannon.
The palette ranges from Glinda’s perfectly pink shades to Elphaba’s magical greens, all inspired by the opulent and vibrant world of Wicked. There is a mix of candy-colored hues (Glinda the Good!, Head Shiztress, Yellow Brick Road, I'm the Wonderfullest). Electric blues and flashes of day-glo (Fiyero’s My Mani, OPI’m Phosphorescent!) are invigorating, while mystical dark tones offer moments of mystery (Deflying Gravity, Thrillifying!, Ozmopolitan). Twelve of the collection’s shades are in the new GelColor with OPI Intelli-Gel Technology™ formula, which delivers impeccable results with a revolutionary formula that self-levels and stays put for a flawless finish and three-week professional wear. Four press-on nail designs include Elphaba’s look from the film with glow-in-the-dark peek-a-boo color under the nails and Glinda’s signature style, a French manicure accented with an emerald gemstone. The collection’s names are as electrifying as the shades, inspired by the film and its characters.
“OPI x Wicked has been a true collaboration that started organically. We began working with the makeup artist, set designer, and costume designer, and the excitement built from there,” explains OPI Co-Founder and Brand Ambassador Suzi Weiss-Fischmann. “There was so much inspiration on set, and it translated to tons of effects and colors all inspired by this magical world of Wicked. Once the shades were created, we worked with Universal to co-create names based on the movie’s themes and characters.”
"I went to the set and saw OPI all over. I got to see how the nails were such a big part of the characters, and I knew we could make magic together, OPI and Wicked,” adds OPI Global Director of Color Equity Jill Bartoshevich. “We took the five themes from the movie: empowerment, equality, integrity, defiance, and sisterhood, and interpreted these through the collection’s colors. OPI’m Phosphorescent! is a glow-in-the-dark shade in our long-wear Infinite Shine formula. This glowy green is very prominent in the movie. The other hero shade is Ga-Linda, Glinda’s signature pale pink.”
The collection also offers spellbinding holiday gifts, including an advent calendar with 12 mini OPI x Wicked Nail Lacquer shades. For stocking stuffers, there is a duo pack with a signature Glinda and Elphaba Nail Lacquer. The Wicked sets are paired with beloved fan favorites, a four-piece set of mini OPI icons, Bubble Bath, Alpine Snow, Big Apple Red and Lincoln Park After Dark to complete every holiday wish list.
Beginning October 1, 2024, OPI x Wicked Nail Lacquers will retail for $11.99 US ($14.50 CAN) each and Infinite Shine shades will retail for $14.49 US ($17.50 CAN) each at Professional Salons, as well as OPI.com, ULTA, ulta.com and Amazon.com. xPRESS/ON styles will retail for $15.99 US ($21.99 CAN) each exclusively at ULTA, ulta.com and Amazon.com. GelColor is an in-salon professional service only.
New GelColor with OPI exclusive Intelli-Gel TechnologyTM offers supercharged pigment and shine with a revolutionary self-correcting and stay-put formula for impeccable results and three weeks of wear. Original Nail Lacquer features a highly pigmented, rich formula for even application without streaking for up to seven days. The exclusive Infinite Shine formula offers a durable gel-like high-shine finish with traditional lacquer application, damage-free removal, and up to 11-days of wear. xPRESS/ON press on nails offer instant professional quality shades, nail art designs, and effects with 14-day wear.
For more information, please visit OPI.com. Follow @OPI on Instagram, Facebook, and TikTok, and find the brand on X @OPI_PRODUCTS!
Partnership Opportunity:
WICKED/Theatrical
Company:
Partner/Category:
OPI /Health & Beauty
Timing:
October 4th Quarter 2024
Target:
Female
Adults
Adults 35-44
Adults 25-34
Adults 18-24
Teens
Tweens
Adults
Adults 35-44
Adults 25-34
Adults 18-24
Teens
Tweens
Promotional Elements:
In-Store / Retail
Licensed Product
On Pack
Licensed Product
On Pack
Media Elements:
Online
Created On:
2025-01-08
Last Modified on:
2025-01-08
Companies Involved
Jill B
EVP, Global Partnership Marketing
Universal Pictures
Lou H
VP, Domestic Partnership Marketing
Universal Pictures
Mike H
Senior Director, Partnership Marketing
Universal Pictures
Erica L
Director, Sales | Domestic Partnership Marketing
Universal Pictures
Niki F
Sr. Director
Universal Pictures
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