More and more beauty brands are appealing to young consumers through brand collaboration.
One brand that has ‘nailed’ the beauty collab is OPI, which has partnered with Australian socialite Emma Pillemer, founder of the Emma Pills jewellery range, for its Jewel Be Bold holiday collection.
Emma launched her jewellery brand in September 2020 and has been seen on the likes of Carrie Bickmore, Delta Goodrem and Camila Coelho.
OPI Brand Manager Michele Boulos said: “As a leader in the nail industry, OPI is thrilled to collaborate with young Australian jewellery brand, Emma Pills, to celebrate our holiday collections this year. Emma Pills emulates an exciting, youthful approach to fashion and jewellery, and we couldn’t think of a more perfect brand to align with OPI’s bold and bright shades featured in the 2022 Jewel Be Bold collection. We can’t wait to see so many more jewel-inspired nails on the hands of consumers this festive season.”
Meanwhile, OPI Co-Founder and Brand Ambassador Suzi Weiss-Fischmann said consumers “are focusing on embracing positivity and enjoying small luxuries, like sparkly manicures, which have the power to change your look and your outlook”.
The OPI collection features nine shades and is inspired by an extravagant table-scape buried in jewels and served with bubbly.
OPI is just one of the brand’s under the Wella Company, which also includes Wella Professionals, Clairol, Nioxin and ghd.
To celebrate the launch, guests including Bella Varelis, DJ Tigerlily, Roj Torabi, Tammy Soglanich and Brandon Scott – all glitzed out in sparkles and metallics – partied the night away at a private residence in Vaucluse.
The colours in the Jewel Be Bold holiday collection include: Snow Holding Back, Tealing Festive, Pink, Bling, and Be Merry, Merry & Ice, I Pink It’s Snowing, The Pearl of Your Dreams, Charmed I’m Sure Be, Rhinestone Red-y .
OPI’s Jewel Be Bold collection is available instore at Myer and online at myer.com.au.
Images from the launch event below. Photography by Jack Owen Bennett.
