OPI's New Nail Polish Dries in 60 Seconds — and a Wingstop Collaboration Aims to Prove It
OPI is already Super Bowl prepping — with a Wingstop collaboration, no less.
The nail polish brand and fast-food chain have teamed to launch a limited-edition 'Snack in :60' kit, complete with a $15 Wingstop gift card, a 60-second timer and two of OPI's new RapiDry polishes, which retail for $9.99 each and purport to dry within 60 seconds of application.
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Launching Friday, the kits will be available for free at snackin60.com for as long as supplies last, aiming to encourage consumers to put the polishes' smudge-proof claims to the test.
The RapiDry polishes — which launched earlier this month — are OPI's first quick-drying lacquer that aims to combat what the brand has coined 'smudge-stration,' or the frustration consumers feel when nail polish dry time inhibits their to-do list.
'Using equipment from the wall paint industry to torture-test different formulas, we were able to scientifically evaluate the science of drying and smudging,' said Victoria Briand, R&D director, retail and color collections for OPI, adding the brand eventually nailed a formula balance of solvents and drying drops which allowed for a swift dry time, while maintaining color payoff.
The brands have tapped TikTok influencer Ashtin Earle to kick off the #Snackin60 challenge on social media.
'The challenge taps into this culture of creative snacking and content creation,' said Lori Pantel, chief marketing officer of OPI parent company Wella North America. 'It's built for shareable moments, easy participation and the perfect blend of beauty and fun.'
'We knew that combining forces with OPI would resonate deeply with our younger fans,' added Mark Christenson, Wingstop's chief revenue officer.
The partnership marks the latest in a string of food/beauty collaborations to hit the market: last year, Wonderskin and Chipotle teamed for an avocado-inspired 'Lipotle' lip stain, while Nails.Inc launched a limited-edition McDonald's collection.
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