THE ASK

Introduce a new natural franchise of nail polish from OPI to press and influencer creating buzz, and consumer awareness.

THE PROBLEM

With the demand of natural and non-toxic beauty products, especially in the nail category, CMM was tasked with bringing OPI to the forefront of these conversations through the release of its Nature Strong franchise. CMM was also challenged with capturing the attention of a younger audience (the brand’s typical consumers skews older in demographics) and finding a way to deliver an engaging experience for this launch – during COVID – while keeping in mind the safety and health of media and influencers also served as an obstacle CMM had to overcome.

THE SOLUTION

CMM’s strategy was to bring a piece of nature to press and influencers to truly experience and understand the inspiration of this collection. This was also hosted in a form glamping where the brand took over parts of Governor’s Island to be COVID compliant and produce a fun, impactful and media worthy launch.

THE EXECUTION

CMM created a natureful 360 degree branded experience at Collective Retreat, weaving key aspects of the franchise and shade inspiration throughout.

Guests were escorted via ferry (after directly testing negative to a rapid covid test) to the retreat grounds where they kicked off the day with a healthy vegan lunch spread. Following, guests checked into their assigned tents that featured Nature Strong branding and OPI gifts, which encouraged them to engage with the brand via social media.

The afternoon then consisted of nature inspired activities from flower crown making to yoga on the Great Lawn - finished out by a Nature Strong manicure for guests to see the true shine and gorgeous colors of the franchise first hand.

The night closed out with a cocktail hour and a gorgeous outdoor dinner with sustainable wine options and chef prepared vegan dishes.

Dinner also featured a Nature Strong formal introduction highlighting the inspiration behind creating the new franchise, ingredients, packaging and extensive shade range. After dinner, guests were welcome to the Great Lawn for a fireside chat and to indulge with the vegan ice cream bar.

Guests were seen off the next day with a light breakfast and final farewell from the OPI Glamping experience.