OPI boosts sales with world's first digital nail trial

OPI have joined forces with strategic retail design agency, Play, to deliver augmented reality in the form of the world's first digital nail trial. 
Play designed and created the innovative free-standing units with in-built AR technology for the nail brand, enticing and engaging their customers by allowing them to trial lacquer shades prior to making a purchase.

The units will enable clients to see how shades will appear on their own hands, clearly identify bestsellers within the complete product range and receive personalised colour recommendations through the ‘Style Me' interactive feature. 

Since its launch, the OPI digital nail trial has been installed in over 400 global travel retail locations and has reached over one billion potential customers – with plans for further expansion in action.

“OPI's retail estate will continue to grow, with the digital nail trial expanding into more locations in the coming months,” says Mark Howell, creative director at Play. “Exciting plans for the next phase of development include the addition of a social sharing functionality to drive brand advocacy for OPI, as well as creating and seamlessly linking shopper profiles and brand interactions both online and offline.”