. opi products type subsidiary founded 1981 headquarters north hollywood california key people george schaeffer ceo president suzi weiss fischmann executive vp artistic director products nail polish number of employees 500 parent coty inc. website opi.com opi products branded as o p i is an american nail polish manufacturer headquartered in north hollywood california and a subsidiary of coty inc. . contents 1 history 2 marketing 2.1 celebrities 2.2 branded partnerships 2.3 media 3 references history edit opi originally named odontorium products inc. was a small dental supply company purchased by george schaeffer in 1981 . shortly after taking over the company schaeffer was joined by suzi weiss fischmann opi s executive vice president and artistic director . schaeffer and weiss fischmann partnered with r. eric montgomery a biochemist and created an acrylic system that schaeffer sold door to door to local nail salons . they closed the dental sales and focused entirely on nail products changing the name to opi products inc. in 1989 opi expanded its portfolio to nail lacquers and later other products . in 2003 opi created a legally blonde 2 collection that was also featured in the film . 1 collaborations that have followed include ford mustang the 2010 film alice in wonderland 2 and dell 2009 . 3 in 2003 opi launched a nail polish line for dogs called pawlish that received mixed reviews . 4 in 2007 after pressure from the epa and the organization campaign for safe cosmetics opi reformulated its nail lacquers and eliminated chemicals dbp dibutyl phthalate formaldehyde and toluene . 5 in 2010 opi was acquired by coty inc. 6 in 2014 coty appointed mary van praag as general manager of opi . 7 van praag replaced john heffner the now ceo of drybar . 8 marketing edit celebrities edit this article contains wording that promotes the subject in a subjective manner without imparting real information . please remove or replace such wording and instead of making proclamations about a subject s importance use facts and attribution to demonstrate that importance . january 2016 learn how and when to remove this template message nail polishes from opi opi has teamed up with various celebrities in order to sell their products to a specific niche . the collections are named after the artist and expresses their work and personality . justin bieber a canadian singer was one of the first to release a celebrity nail polish collection for opi . in 2010 his one less lonely girl collection was under their drugstore brand nicole by opi and was sold exclusively in wal mart stores . the justin bieber collection sold out in 3 000 wal mart stores in january 2011 and also released in other stores like target sears and ulta beauty . 9 singer katy perry had created her own collection by opi which was released in january 2011 . they featured 5 shades in this collection all named after katy s hit singles like teenage dream and last friday night . they featured a new nail polish called shatter which gave a crackle shatter look when painted on top of the nail polish . the shatter became very popular . later in the year other nail polish brands like sally hansen and china glaze had released their own crackle for their local drugstore consumers to purchase . according to mtv style the katy perry collection was one of the best celebrity endorsed products of 2011 . 10 also in january 2011 serena williams a tennis star released her own collection called glam slam . the collection release dates were timed to the start of her four major tennis tournaments australia open in january french open in may wimbledon in june and u.s. open in august . the glam slam collection even featured the popular crackle polish which was also in the katy perry collection . 11 unreliable source in october 2012 it was announced that singer and actress selena gomez had collaborated with nicole by o.p.i to launch a new collection . consisting of 14 different colours and sparkles gomez created shades that would be easy to mix and match particularly for the upcoming spring season . gomez stated that the colours were selected to suit her classic simple and elegant style . 12 each colour was titled something that related to the star s hit songs like hit the lights and love song and ranged from a bright yellow to a deep rich plum purple . the collection was available for sale in january 2013 . in spring 2013 the company partnered with singer mariah carey . with glittery and shiny shades in the collection opi had released a new nail technology the liquid sand formula a jelly based glitter that dries matte . 13 the liquid sand formula is the first of its kind and was featured in the 007 the bond girls collection by opi which was released later in the year . opi partnered with singer carrie underwood making a collection with the nicole by opi brand . this collection was launched in january 2014 with 14 different shades . 14 branded partnerships edit in 2014 opi partnered with coca cola to produce nail polishes which resemble various soft drink colours . 15 media edit opi had partnered up with the muppets and released a nail polish collection for their new movie in november 2011 . based on the abc family television show modern family nicole by opi and twentieth century fox had partnered up and released their own collection for nicole by opi in late december 2011 . 16 the nail polish shades in the collection features many colours and also incorporates the characters name in every colour . references edit lu lien tan cheryl 2003 07 06 . clothes encounters ; as the fashion world grows more aggressive about marketing clothes in movies some wonder if hot films are beginning to resemble stylish ads . the baltimore sun . p. 1 . n. fierro dina 2009 12 24 . opi goes through the looking glass . the gloss . retrieved 2010 12 10 . industry leaders dell and opi partner to deliver a new polished laptop collection . reuters . 2009 10 07 . retrieved 2010 12 10 . donaldson evans catherine 2003 09 23 . pups panting for pawlished nails . fox news . retrieved 2010 12 20 . statement joint statement moratto anne . opi founder and ceo george schaeffer to step down . modern salon . moratto anne . opi founder and ceo george schaeffer to step down . modern salon . grundy kim 2011 07 01 http www.sheknows.com entertainment articles 822080 justin bieber nail polish line selling out . retrieved 2013 08 13 mahlmeister chrissy 2011 19 12 http style.mtv.com 2011 12 19 celebrity products 2011 . retrieved 2013 8 13 nolan lizanne 2011 21 01 http voices.yahoo.com are belieber opis must see celebrity collections 7670228.html . retrieved 2013 13 08 internhl . selena gomez s fab nicole by opi nail polish line get the details hollywood life . hollywood life . retrieved 25 july 2015 . mismas michelle 2013 04 03 http www.alllacqueredup.com 2013 03 mariah carey opi spring 2013 nail polish collection swatches review.html . ugpw6g3hfui . retrieved 2013 13 08 brown rachael 2013 13 08 http www.wwd.com fashion news fashion scoops color me carrie 7086154 . retrieved 2013 14 08 coca cola company . kelly 2013 15 01 http www.vampyvarnish.com 2013 01 nicole opi modern family collection swatches review . retrieved 2013 08 13 v t e cosmetics face anti aging cream bb cream botulinum toxin botox concealer cleanser facial facial toning foundation moisturizer permanent makeup primer powder rouge skin whitening toner veil venetian ceruse lips gloss liner lipstick plumper stain eyes blepharoplasty circle contact lens eyelash extensions eyelid glue eye liner eye shadow kohl mascara hair conditioner hair coloring and bleaching removal chemical electric laser ipl plucking shaving threading waxing shampoo styling styling products gel mousse pomade spray wax nails artificial nails buffing manicure nail polish pedicure body body powder cold cream cosmetic surgery peeling skin whitening traditional japanese aburatorigami bihaku hikimayu kumadori ohaguro oshiroi uguisu no fun related topics 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