Professional make-up brand OPI has just launched a spring range, in collaboration with Microsoft Xbox, which can raise a question: what gender is OPI directing to?

Appealing women through gaming could be interesting, as women seem to account for some 40 % of all global gamers, with a growing trend, according to Forbes, while other IAB studies confirm that women concentrates on social games like SIMS, solitaires, word puzzles, and other smartphone casual gaming.

On the other hand, the men’s beauty trend with nail polish proves dynamic. Many male pop artists and other celebrities are using it, igniting curiosity and first usages among millennial and generation Z, and collaborations launches seem to be a good way to promote male consumption.

So what OPI is doing here could be either way directed, or genderless, in case, even if reading between the lines of this collaboration’s execution, men seem to be in the radar, starting from the console system which does not seem mostly used by women.

The OPI x Xbox collection includes 12 hues inspired by the virtual worlds of Xbox Game Pass titles and popular gaming phrases, in OPI’s GelColor, Infinite Shine, Nail Lacquer and Powder Perfection nail polish formulas. OPI is also partnering with Ulta and Amazon to give consumers a gift with purchase to use in-game with Xbox when shopping the collection.

Purchases at Ulta Beauty give the opportunity to get the exclusive Forza Horizon 5 Ford GT livery featuring the OPI Xbox collection polish shades Trading Paint and Racing for Pinks, while when consumers shop at Amazon, they have get an exclusive Halo Infinite armor coating featuring the OPI Xbox collection polish shade You Had Me At Halo.

All fans also will have then the chance to win custom Xbox Wireless Controllers in top trending hues and matched to their nail polish.

Not your standard collaboration for women, one would say.

OPI x Xbox is available now in the United States, and beginning February 1, 2022, the collection will be available globally at Opi.com and other authorized retailers.