OPI Australia has collaborated with Sydney-based blogging duo, TheyAllHateUs, to create “the perfect nail polish edit for everyone who dares to double denim”.
The OPIxTAHU pack features OPI Infinite Shine Big Apple Red and OPI Infinite Shine Pink P.M as well as the OPI Infinite Shine Pro-stay primer and top coat.
According to Coty Professional Beauty Australia, the collaboration is the first of its kind for OPI Australia and has extended upon the ongoing relationship with TheyAllHateUs bloggers Tash Sefton and Elle Ferguson “who are long-time fans” of the nail brand.
Coty general manager Jérôme Toulza says OPI is committed to bringing its customers “fresh product choices and meaningful collaborations that celebrate what OPI stands for”.
“Tash and Elle have been long-time users and fans of the OPI brand and we are so excited to have collaborated with them on their exclusive pack, featuring two of our most popular and much loved colours.
“Many young women in Australia look up to Tash and Elle for their expertise on style and beauty. With their incredible reach on social media they are accessible to a broad audience.”
Jérôme says the denim-themed pack was based on the bloggers’ love affair with their wardrobe staple.
“The best friends curated the shade colours and assisted in the creative direction of the pack visuals to ensure there was a distinct impact with the final product,” he says.
Started 10 years ago as a daily email of images between two best friends, today TheyAllHateUS (TAHU) is a “much imitated, fashion destination” website with over 600,000 visits a month and an Instagram account with over 185,000 followers ‘
Elle says the collaboration with OPI is “a dream come true”.
“The OPIxTAHU pack design was such an amazing process to be part of.
“Both Tash and I wanted to reflect what’s in our DNA and that’s denim… the reason we chose our feature colours is because these colours should be in every girl’s DNA.
“We all need a red and nude in our life.”
Likewise, Tash is also excited about the collaboration.
“I am so excited about the pack Elle and I have created,” she says.
“Denim is a core wardrobe essential, and so are your nails.
“I find my nail colour always becomes part of my conversations – people always notice my nails and are interested in how they look with how I dress and I am a true believer that grooming is key, so if my nails are done then I feel done.”