Beauty staple OPI has extended its vast nail varnish range in a new collaboration with Xbox.
Taking its beauty line up a level, the Wella-owned brand developed 12 new gaming-inspired colours, available in four formulas: GelColor, Infinite Shine, Nail Lacquer and Powder Perfection (from US$10.50).
From pixelated pinks to hues of orange and coral, as well as greens, blues, ethereal lavender and purples tones, the shades give a nod to the virtual world that has inspired a plethora of beauty brands.
“Over the past 40 years, we’ve travelled the globe, now we’re excited to visit virtual worlds with Xbox,” said OPI co-founder Suzi Weiss-Fischermann.
“In these worlds, anything is possible and the collection’s colours reflect infinite possibilities to create.
“Whether you play video games as a creative hobby or as a way to relax and connect with friends, nail care offers these same benefits.”
Coming in February, shoppers of the new online-influenced products will be able to unlock in-game content for Xbox’s Halo Infinite and Forza Horizon 5 games with every purchase.
OPI’s launch could be a sign of more to come in 2022 as beauty and gaming worlds collide.
Last month, Pantone made history with its first-ever digitally-created colour for 2022, featuring a blend of red violet shades, infused with blue, and its digital roots are of significant relevance to its inspiration, as the digital world becomes more sacrosanct in consumers’ lives.
Gaming trends and the growing popularity of the metaverse also played a pivotal role in the colour’s creation.
Speaking about the partnership, Xbox’s Global Partnerships Director, Marcos Waltenberg, added: “We’re thrilled to partner with OPI to unveil mesmerizing nail polish colours inspired by gaming and your favourite titles on Xbox Game Pass.
“We hope this collection inspires fans across the globe to embrace their creativity and imagination through nail art and colour.”
Launching first at Ulta stores, the products will hit other retail outlets in February.