Nicole by OPI responds to 'Bieber Fever' by reissuing nail polish collection
LOS ANGELES — Nicole by OPI has announced that it will reissue its sold-out One Less Lonely Girl nail lacquer shades, inspired by the songs and fans of pop star Justin Bieber.
With more than 1 million bottles sold since the December 2010 launch, Nicole by OPI plans to ship triple this number to meet consumer demand.
Featuring 14 shades domestically and 24 shades internationally, One Less Lonely Girl collections sold out in 3,000 Walmart doors and in all Shoppers Drug Mart locations — the largest retailer in Bieber's home country of Canada — within weeks, according to Nicole by OPI EVP and artistic director Suzi Weiss-Fischmann.
One Less Lonely Girl lacquers will be reshipping to retailers around the world, including Walmart, Ulta, Target and Sears in the United States. The product's high demand has opened new untapped markets for Nicole by OPI, according to Weiss-Fischmann, including Walgreens and Claire's, which also will be selling the collection.
New product influx is timed with the launch by Paramount Pictures on Friday, Feb. 11, of Bieber's autobiographical film, "Never Say Never."
The One Less Lonely Girl Collection was conceived to raise awareness for Pencils of Promise, an organization that builds sustainable schools for underserved children in the developing world. In addition to educating consumers about this nonprofit, Nicole by OPI has committed to building two such schools.