Xbox announces new beauty collaboration with nail polish brand OPI

OPI, the popular US-based nail polish brand has announced a new beauty collaboration with Xbox, with an upcoming nail polish collection inspired by Xbox Game Pass. The nail polish line will feature 12 different colors with game-inspired names such as “Achievement Unlocked”, “The Pass is Always Greener,” or “You Had Me at Halo.”

The full Xbox-inspired nail polish collection will launch first in the US at ULTA, with the rest of the world to follow in February. It’s worth noting that each nail polish purchase will also unlock exclusive in-game content in Forza Horizon 5 and Halo Infinite, two blockbuster Xbox exclusive games that launched day one on Xbox Game Pass this past holiday season. Moreover, customers will also get the chance to win custom Xbox Wireless Controllers in various shades inspired by the OPI nail polish collection.

If Xbox is still seen first and foremost as a gaming brand, it’s slowly but surely becoming a lifestyle brand as well. Microsoft is already selling lots of Xbox-themed merchandise on the Xbox Gear shop, but we've seen some interesting experiments over the years including Xbox-branded body spray, deodorant, and shower gel. This new beauty collaboration with ONI is a pretty fun way to celebrate gaming culture, just like the real Xbox Series X mini-fridges that went on sale during the holiday season.

The OPI x Xbox Nail Lacquers will start at $10.50 ($13.30 CAN) at ULTA and ulta.com beginning in January 2022, and they will also be available at OPI.com, beautybrands.com, SallyBeauty.com, Amazon.com, and other retailers starting in February 2022. "We hope this collection inspires fans across the globe to embrace their creativity and imagination through nail art and color," said Xbox Global Partnerships Director Marcos Waltenberg.

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