OPI says it is on a mission to "revolutionize the world with color" -- and its new campaign, Color is the Answer, aims to "embrace its power." 

The nail brand says it intends to spread the word that color transforms, evokes emotions and meanings -- and has the power to change behaviors. Color can "redefine culture and even improve our world -- and color has the power to change how a person feels, tell stories, provoke conversations and inspire," OPI states. 

The message, "Color is the Answer," will be at the core of OPI's content creation, campaigns, products, and vision, relying on the tenant that Color = Feeling.

Laura Simpson, CMO Coty Professional Beauty, says, "Color can communicate across cultures and people. No brand celebrates color like OPI. It's the creative universe we want to own, as we look to take the brand to new heights."

Color for Change

OPI is also launching Color for Change, a charitable component encompassing programs and acts that harness the power of color to generate a positive impact.

For the brand's first initiative, OPI's LA-based team colorfully transformed the garden of the Los Angeles Ronald McDonald House, while OPI manicurists gave manicures to children and families staying there.

OPI's second initiative offered New-York-based special needs teachers "an evening of color and pampering" at a recent OPI Pop Up Shop, in Greenwich Village. Guests were treated to manicures, makeup, hairstyling, champagne, food and goody bags, to thank them for their often under-appreciated hard work with children.

Look for "Color is the Answer" branding on OPI's website and social channels. Take a look at the brand's video below.

Photo: OPI's Color for Change NYC Initiative / photo courtesy of OPI