Expert's Opinion

What Women Want Is COLOR!

By Suzi Weiss-Fischmann, OPI | October 25, 2010

Suzi Weiss-Fischmann explains how color connects with women's emotions.

If you are in the business of marketing color to women, I’ve got good news for you!

Studies show that beauty is the category in which women say they are most likely to splurge on themselves. Even when a woman’s pocketbook is feeling the crunch, her off-the-rack style can still be rich looking when she uses touches of color to pull it all together. Beautiful scarf? Check. Statement-making handbag?Check. Coordinating lip color? Check. Nail color? Double check!

Nail color is the hottest new fashion accessory. Far less expensive than jewelry, nail color makes tips and toenails gleam like precious gems. And nothing states “polished” better than perfectly groomed hands and feet. Best of all, we ladies don’t have to look into the mirror to see our latest color crush—all we have to do is look at our pretty hands (or feet) to feel gorgeous all over.

From eight to eighty, the audience for nail color and shaded cosmetics is wide-ranging and diverse. Every woman who has ever painted her toenails or lips red understands the magic color brings. It can change a look; it can turn clothing into fashion; and it can make a woman feel even more beautiful about who she is.

Women intuitively know that color can enhance a mood—even change it!Splurging on color is the ultimate retail therapy. And, luckily for our industry, color is back big time!

I use color to connect with women’s emotions. Whether it be offering the latest IT colors that make a woman feel like she’s on top of it all, or creating shades that help her connect to causes she relates to such as Breast Cancer, I use color to help women make a connection between looking good, and feeling great about it.

Color is communication. Whether you are tinting a shampoo, body wash, fragrance, a lipstick, a bottle, or a unit carton—or in my case, nail lacquer—the color of your product communicates an intention, an intention that must connect with women on an emotional level.
Today, women no longer have to abide by hard and fast rules (read: outdated) about the color choices we make. We choose color because it makes us feel good. That’s the power of color!
About the Author
Suzi Weiss-Fischmann is the executive VP & artistic director of OPI Products Inc., the world leader in professional nail care. Suzi is known as the First Lady of Nails, because she single-handedly creates every OPI Nail Lacquer shade based on each season’s fashion and beauty forecast. Suzi knows the trends because she sets the trends. Her passion for fashion and instinct for color are part of what make her style sense so special—and the reason women around the world love OPI! Visit her beauty blog at for tips on fashion, beauty, wellness, and more!
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