Magento development, design & web analytics for this global beauty brand

OPI UK is a world-renowned nail care brand with global reach. OPI’s eponymous nail polishes, known for their quirky names (our favourite is ‘IS MAI TAI CROOKED?’) are found in salons, nail bars and stores all around the world, including Selfridges and Harrods. They have received some huge celebrity endorsements from Gwen Stefani, Katy Perry, and even Justin Bieber.

OPI UK were looking to partner up with a full service Magento agency, where all parts of development, design and SEO is done in-house. They approached us to build a site from scratch that would perfectly represent their brand, as well as deliver complex functionality. They needed a site that could serve two separate business functions: customer retail sales and trade sales. The site also needed to deliver a strong brand message, drive sales, and seamlessly integrate with their existing ERP system. With the existing site seriously out of date, they were missing out on opportunities that LogicSpot were able to easily spot.


Increase in users on small screen


Increase in sessions on small screen


Increase in search on small screen

Magento development

We built OPI UK a brand new Magento website from the ground up, creating two separate ecommerce areas: one for retail consumers, and a ‘locked-down’ site for trade sales. Along with the trading pages, the site includes several, totally bespoke, non-ecommerce pages such as a Salon Finder, a Resource Library for trade, and Product Training pages. These content pages are powered by WordPress, which has been seamlessly integrated with Magento.

Easy content management

OPI’s new site serves lots of different areas of their business, and with over 50 staff they needed to be able to manage the content easily and efficiently. We built a custom content-syncing plugin between the retail and trade sites and provided on-site training to staff. Through exhaustive testing we made sure the CMS was as robust as OPI needed it to be. We really tried – and failed – to break it!

Ecommerce web design

We kept OPI’s brand and customer at the heart of the web design and after several face to face scoping sessions with their web team we were able to establish KPIs, business goals and personas. Their target audience was carefully defined and designs are closely referring to their campaign imagery, product photography and their voice in the market.

By getting to know OPI’s customer we were able to build a user experience that was optimised for their needs. We built:

  • Completely custom menu structure
  • Our advanced AJAX ‘Add to Basket’ modules
  • Implemented a custom ‘One-Step-Checkout’

All these elements were designed to convert more sales and create a fluid, easy customer journey.

Responsive design

We learned that a whopping 35% of OPI’s traffic came from tablet users, with mobile traffic on the rise. In order to make the most of these visitors we built a responsive site that works flawlessly on tablet. As and when they need to adapt to changes in the market, this can be easily extended to mobile in the future.