OPI is launching an integrated marketing campaign to increase brand awareness and market share of its nail lacquer products. The campaign will target three key consumer segments: Significant Singles (women ages 35-65), Flourishing Families (married women ages 30-40 with children), and Suburban Style (fashion-forward women ages 30-40). The campaign will utilize magazine advertisements, online banner ads, billboards, television commercials, and in-salon promotions with a total budget of $35 million. The goal is to increase desire for the OPI brand by 50% and achieve a 20% market share among nail polish consumers.

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O.P.I.
Hannah Dion, Yvonne Dygon, Alena Filistovich, Molly Valcour
Fall 2014 Semester
Executive Summary
OPI is a division of Coty Corporation and is focused on creating a full line of
professional nail products including lacquer, tools, and acrylics. The focus of this advertising
campaign is to increase desire of the OPI brand Nail Lacquer by 50% to reach a goal of 20% of
nail polish consumers. We will target Significant Singles (women ages 35-65 who are single, and
care about their appearance) primarily, and then an overlay of both Flourishing Families and
Suburban Style segments who are both 30-40 year old married women with children in
professional careers who stay on top of the new trends, but like the convenience of online
shopping and entertainment. Our marketing efforts will be incorporated into an integrated
marketing communication mix across television, print media, outdoor advisement, and social
media outlets.
The nail lacquer industry is driven by disposable income. Even in an economic
recession, a simple coat of nail polish can be obtained to spruce up your look on a budget. The
major demand comes from the personal use consumer in the ages of 20 to 64, with ages 35 to 44
representing 90% of people using nail services such as salons. This is particularly important for
OPI due to its professional, salon-like quality. The busy nail polish consumer will choose OPI
due to its quality and chip-resistance, factors that benefit all consumers in the nail lacquer
industry, regardless of their age.
OPI is a globally distinguished product that it only sold through authorized channels.
OPI’s products can be found at CVS, Walgreens, Target, Ulta, and many other reputable dealers.
It is commonly found at nail salons as well. The current image of the brand is that it is
considered the “go-to brand for nail fashion” (Ulta.com). It is known for its colors, whimsical
names, and strength. The product is designed with the consumer in mind, with its large brush
and easy to unscrew top, it is the perfect beauty tool for the busy socialite and fashionable
business professional. These features and more come across in our integrated marketing
communications campaign.
OPI offers a moderate price of $8 a bottle with professional quality at convenient, and big
box locations, whereas higher-end competitors such as Ciate, and Butter London go for $20 a
bottle, and sold at very exclusive vendors, and not at any salons. Since we are competing on the
same shelves as Essie, and Revlon, we consider these brands our main competition.
The current consumers of OPI nail polish, according to a crosstab of Mosaic Segments and OPI
users on Simmons, can be segmented into “Booming with Confidence,” “Significant Singles”,
Flourishing Families,” Suburban Style”, and “Promising Families”. These segments range from

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young women who have recently been married, entering the workforce, and starting a family to
older women from 30-40 years old, to women in their 60’s going into retirement. However, each
segment is concerned with keeping up with the latest fashion trends, while shopping with
convenience in location or on a budget, despite their six-figure incomes.
Since 30-40 year old women make up 90% of the users in the industry, we decided to
target Flourishing Families, and Suburban Style segments, as well as Significant Singles. Our
primary target is the Significant Singles segment who are body-conscious, and shop with
“champagne tastes on beer budgets” (Experian Mosaic Marketing Services) who also cater to
their night lives. This segment represents 28% of users of OPI. This user wants to maintain a
professional look for their urbane lifestyles. They like keeping up with current fashions and can
afford to. This segment is comprised of college educated individuals who have modest income
and an eye for fashion.
Our secondary audiences are Flourishing Families and Suburban Style segments who are
each 26% of the users of OPI. The Flourishing Families segment is comprised of 30 to 40 year
old women who are married with children ranging from 5 to 25 year olds. These individuals are
financially stable and like convenience. These women’s income has to be split among spending
on themselves and on their children, so beauty products must be affordable. The Suburban Style
segment is made up of 30 to 40 year olds who have high income and live upscale lives. They
search the internet to get up to date information of fashion, news, and entertainment. They are
very fashion forward.
Our primary target of Significant Singles shop at discount and mid-market retailers. They
care about fashion, but also budget so they tend to shop at Marshalls, Macy’s, Gap and Nike.
They use magazines as main source of entertainment so magazines are crucial advertising media
for this campaign. Our secondary segments are more receptive to online marketing efforts;
Flourishing Families shop online with catalogs and web stores, while Suburban Style use the
Internet for entertainment and shopping. They both utilize the internet, and will therefore be
receptive to advertising links, email, and banner ads.
As a result, we focused on the quality, and color variety in OPI nailpolish. We decided to
focus primarily in magazines, Internet advertising, then billboards, and television. We will
feature magazine advertisements in monthly issues of magazines such as Self, Vogue, People, …
that have women and celebrities their age using OPI, with emphasis on the amount of color
options that OPI has. The slogan is “Professional for ____ (insert glamorous plans)” so that it
appeals to the white collar workers, as well as makes the audience reach a conclusion by
imagining their own plans. There will be several versions of this ad with a different group of
people in the picture. In our celebrity one, we picked Gwen Stefani as the spokesperson since
she is a busy mother, singer, wife, and has her own line from OPI. Not to mention, our segments
make purchases based on celebrity endorsements.

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Since our audience likes the convenience of shopping online, and are receptive to
advertising links, we decided to put them on big box retailer sites like Amazon, Target, Walmart,
etc. This medium will be used on a continuous rate among the year. Our message is simple, yet
colorful and emphasises the color variety of nail polishes that rotate in flashing colors on the
screens.
We focused our outdoor advertising in states like California, Massachusetts, New York,
Virginia, Florida, Texas where most of our users are, as well as the industry users are. The
billboards are meant to generate buzz. We will use many different kinds so that the audience
doesn’t get overexposed to it within the few months during the summer season that we run them.
One of our billboards will have a nailpolish bottle “dripping” onto the side of the buildings in
various colors around the United States. Also, we will be putting advertisements in salons to
promote that their salons use a variety of OPI colors for their professional place.
Lastly, we will run a commercial on networks like Oxygen, AMC, etc, and during shows
like Grey’s Anatomy, Castle, etc. that feature a woman getting ready, but first painting her nails
(a major mistake that any woman will realize before getting ready--It’ll get everywhere, or chip,
but not OPI.) She paints her nails, blows on it a couple of times to make it dry, then begins
picking out her outfit, doing her hair and makeup, and driving to her destination--each point of
physical contact in slow motion to emphasize the dramatic effect. Her destination is unknown,
and the person’s hand she shakes is unknown, but her nails are in perfect shape and that’s all that
matters. We want the audience to draw their own conclusion with their life background. Is it
another man, a boss, a client, etc?
Gross Rating Points
Using the reach and frequency for each of our media objectives we were able to calculate
the the following GRPs:
- For a television ad, such as Grey’s Anatomy, with the reach of 30% of 9.4 Million
viewers and a frequency of four times, we will get GRPs of 120. (30% x 4)
- For the print advertisement, such as Vogue magazine, with the reach of 50% of 1,002,961
readers and a frequency of two times, our GRPs equal to 100. (50% x 2)
- Advertising on billboards, in a city such as Los Angeles, with the reach of 18.2% of
people in LA and a frequency of three times (three billboards), our GPRs are equal to
54.6. (18.2% x 3)
Frequency
With our promotional schedule we aim to use an increase in frequency of advertising to
promote awareness of the brand and its quality. Our frequency of advertisements on TV, print
ads in magazines, billboards/salon ads and online advertisements represent the amount of
advertisement that we feel will not burden the viewer with advertisement overload, yet still

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increase brand preference. Our segment is receptive towards online advertisements, and
frequently read the newspaper/magazines, so we planned our promotional frequency accordingly.
We have continuous coverage in those media forms and more sporadic coverage in our other
forms, such as TV. We aim to air commercials around 3 to 4 times during our chosen shows to
provide enough coverage.
Budget
With the created media plan that we have, the cost of our advertisements will be
distributed the following way:
Magazines: For a full-page, four color ad, in every issue of Self, Shape, Allure, Vogue, Elle,
Glamour, InStyle, and People magazines for an entire year (12 times), our costs equal to
$19,297,860.
Television: For a thirty second commercial to be run seven times on each of the following
networks: AMC, Oxygen, Style, BET, and CNBC; total cost of advertising on TV equals to
$8,395,310.
Outdoor Advertising: Our outdoor advertising will include billboards, generated on specific
geographic areas mentioned above, as well as transportation (ei. subway, bus, taxi, airports). The
estimated cost of of outdoor advertising is approximated to be $3,024,000.
Online Banner Advertising: This includes advertising on websites such as Amazon, Target,
Walmart, etc., equal to the approximate total cost of $4,500,000.
Adding up all the costs of magazine, television, outdoor, and online advertising, our total
promotion spendings will equal to $35,217,170. Thus, our total budget recommendation also
equals to $35,217,170.

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