Conversations with Mr OPI, the man of many manicures

OPI President George Schaeffer goes to Alcatraz.

George Schaeffer is broad-accented and big and also bubbly, with a kind of charm that is in his affability, I think. He's fast-talking, confident, a man of the world. Also: this man knows nail polish. Like really knows it. 

George is the man. He's OPI's CEO and president. Top of the food chain. But not intimidating. You know, you'd spend all afternoon talking with him about your mani-pedi routine and he'd never blink.

"Best seat in the house," he says as I pull up a chair beside him at a recent OPI launch, for their new San Francisco range, at a themed breakfast in Rose Bay. He's right. We talk.

Claire: Has there ever been a colour trend around the world that surprised you?
George: Well, Lincoln Park after Dark was very interesting. We believed in the dark colour, we came out with it and it died. A year later, it was the biggest colour we ever had. It had to have time. Suzi [Weiss-Fischmann, OPI’s colours genius], usually is ahead of her time.

Most other ones have taken off. It's been good. Shatter, for example, was huge but the speed that it died was beyond incredible.When it had its moment, it went like this (he gestures): through the roof

There’s some concern business-wise about Liquid Sand. I think it’s going to be different. People are not jumping into it, they are a bit skeptical. But the colours are wearable and [the effect] is pretty cool also. Glitter with a texture. I think it’s going to have much longer legs.

Claire: Have you noticed an evolution in what women want over the course of OPI’s lifetime?

George: Absolutely not. People will just go with whatever they’re comfortable with, especially with nail polish. It’s complete freedom. I think whatever makes them happy in that moment, it’s good. Seasonality? There is no seasonality.

Claire: You touched on the lipstick index: women reach for red when the economy is depressed. Is there a nail colour they go for when the economy is not looking its best?

George: Any and all. Nail polish surpassed lipstick last year. It’s probably a $2 billion business.

Claire: What do you attribute its growth to? Is there an emotional connection between women and their nail polish?

George: It’s affordable luxury. To buy a great lipstick it’s $30 or $40. You get more fun out of nail polish on your fingers. The colours are much more active.

Prison, huh? Oh, darn, not again. This is me pre-mani, forgive the nails.