OPI's 'Will you mani up?' campaign aims to break the stigma of men wearing nail polish

OPI, the Coty-owned nail polish brand, is aiming to break down the stigma against men wearing nail polish in a new campaign that could potentially open up a whole new market for its products. 

The brand has launched a series of videos, created and produced by Mofilm, which show men in L.A. and Milan getting their first manicures. In the L.A. video, seen here, a real estate broker, professional dancer and a DJ/bartender take part and discuss stereotypes, empowerment and more, as well as some of the reactions they've gotten about having their nails painted. The tagline of the campaign is "Will you Mani up?"

The videos are running on Facebook, Instagram and YouTube as well as OPI's own channels. "I’ve always said that color has the power to change your look —and your outlook," says Suzi Weiss-Fischmann, OPI co-founder and brand ambassador. "These conversational videos are an important first step in normalizing and championing men and boys wearing nail color if they want."