People who buy OPI spend extra money because they care about quality results.
Challenge: most people don't know nail lacquer takes 1-2 minutes to dry in between coats for an optimal finish.
Insight: two minutes can seem like an eternity when you're antsy to finish your nails.
Solution: a series of long copy print ads, based on the color of polish, that take 60+ seconds to read, leaving people both entertained and dry enough to put on a second coat.
Press: The One Show - Golden Pencil