OPI is celebrating its 45th anniversary with a new global campaign titled “It’s more than color. It’s OPI,” spotlighting the legacy of shades that have shaped its identity over decades. Known for turning nail colours into cultural markers, the brand is using the milestone year to revisit some of its most recognisable hues.
While its “OPIcons” collection has reintroduced fan favourites such as I’m Not Really a Waitress and Bubble Bath, the focus this year remains on enduring bestsellers including Big Apple Red and Lincoln Park After Dark. These shades, the brand notes, continue to hold strong relevance within the professional nail space and consumer culture alike.
To mark the occasion, OPI hosted a large-scale experiential event in Los Angeles on March 19, inviting nail professionals, media, and influencers into an immersive environment built around its most iconic colours. The experience was designed to highlight the emotional connection consumers associate with these shades, translating them into interactive, physical spaces.
Guests entered through a “Dentist Speakeasy” installation, referencing the brand’s early beginnings in the 1980s when it transitioned from dental acrylics into professional nail products. Each hero shade was then brought to life through curated zones. Big Apple Red featured a collaboration with Swarovski, in which customised crystal-embellished merchandise was created on-site. Bubble Bath was presented as a clean, stylised photo installation, while Lincoln Park After Dark leaned into a more expressive aesthetic through partnerships with Hustle Butter and Xbox, incorporating tattoo and gaming experiences.
The event concluded with a nail art station offering personalised applications using the three signature shades, reinforcing OPI’s continued focus on creativity, identity, and cultural relevance within the nail industry.
