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OPI presents a relaunched Web site that's both modern and functional.

OPI is committed to showcasing the freshest nail and style trends in beauty and fashion, and now the company has an equally up-to-date Web site to promote its philosophy. Launched in February, opi.com projects a youthful, lively image designed to appeal to both loyal consumers and newcomers.

OPI's updated site makes for easy viewing.
OPI's updated site makes for easy viewing.

"The Web site is more up-to-date and competitive now," says Lori Justice-Shocket, OPI vice president of advertising and creative director. Built with sophisticated technology but still user-friendly, opi.com delivers a truly interactive online experience.

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Visitors can use the customized Try-It-On studio to find the shades that look best with their skin tones, or use the My OPI feature to save their favorite top colors in a list format they can bring to their salon. This systematic tool helps save both nail technicians and their clients time. They can also access short Quick Tip videos for fast, easy-to-follow advice on how to apply nail polish. The Nails Rx feature provides product suggestions for common customer concerns, such as "my hands are dry" and "my hands show signs of aging."

Besides customized online features, the Web site also provides links to beauty associations for up-to-the-minute industry news, and hosts Beauty Blog, from Suzi Weiss-Fischmann, OPI executive vice president and artistic director. Visitors will find each season's newest fashion and beauty must-haves, fresh from the designer runways, in the Fashion Forecast section.

Up next is OPI's redesigned professional Web site, due in June. Justice-Shocket looks forward to the site expansion, saying, "We hope to have it in multiple languages because it really is a stronger branding of OPI." —J.H.

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