02.23.23
Professional nail salon brand OPI and its parent company Wella Company made their debut into the Web3 space with the launch of their Me, Myself, and OPI NFT Collection.
Inspired by their spring 2023 color collection, the new collaboration opened the door for OPI to collaborate with independent artists and creators to bring new digital artworks, voices and perspectives to beauty and digital collectibles.
"Wella Company's entry into Web3 marks a new chapter in our journey as a company and we are thrilled to embark on this exciting adventure with our OPI brand,” said Chris Chesebro, Wella Company’s global chief digital officer. “Our entry into the web3 space is a key component of a multifaceted 360-degree integrated marketing campaign. This first collection of NFTs will allow us to learn about the practical potential of web3, and we are happy to partner with these amazing artists, Culture Vault, and [Ledger] Market on this journey.”
For its first launch into the Web3 space, OPI partnered with four female-identifying creators Serwah Attafuah, Jessica Ticchio, Paulina Almira, and Mikaela Stafford to create artwork that articulates the artists’ visions of the brand’s aesthetic and captures the essence of the unfiltered brights and pastels in OPIs spring collection, like NFTease Me, Clear Your Cash, and Pink in Bio. These artworks will be released through [Ledger] Market with smart contracts provided by Culture Vault and in an effort to continue funding and championing self-expression in new ways. Proceeds will go to the digital artists who brought the NFT collection to life.
For Artist Jessica Ticchio, the collection is a new challenge to push the boundaries of her work and medium.
"We're in a time where art can be created through processes and mediums completely beyond the imagination of our past,” said Ticchio. “Taking inspiration from the color of the new OPI collection, I've handcrafted a sculpture in Virtual Reality in a bid to capture the fluidity, freedom, and unlimited possibility of this new, wild digital world.”
Me, Myself, and OPI Collection Nail Lacquers will retail for $11.49 each and Infinite Shine Long-wear Lacquers will retail for $13.99 each at Professional Salons, as well as OPI.com, ULTA, ulta.com and Amazon Beauty via Amazon.