Opill® is America’s first FDA-approved over-the-counter daily birth control pill, flipping the script on reproductive health access. Getting a daily birth control pill no longer requires a prescription, an appointment or permission. Just you.
A cultural milestone like Opill deserves a cultural moment. In forging a brand partnership for Opill, our objective was twofold:
Enter Chillhouse, the press-on nail brand known for unapologetic self-expression and feel-good rituals. If Chillhouse champions bold self-expression at your fingertips, Opill champions unapologetic reproductive autonomy. The brand partnership was rooted in a shared truth: Self-care is power.
Our ambition was bigger than a successful brand partnership. With the help of influencer partners, we set out to weave reproductive health into beauty culture and everyday conversation, on social and in real life, transforming a historic product milestone into a movement you could literally wear on your fingertips.
Together, we launched three limited-edition Opill x Chillhouse nail sets designed to turn hands into conversation starters:
In addition to selling the nails on Chillhouse.com, we created a branded Amazon homepage on Chillhouse's storefront to ensure a seamless purchase of both ChillTips and Opill.
And because empowerment should extend beyond aesthetics, for every set sold, Perrigo donated a one-month supply of Opill to the New York Birth Control Access Project, translating cultural buzz into tangible access.
On October 9, 2025, we brought the partnership to life with an immersive, culture-forward event at the newly renovated Chillhouse Café. For four hours, we transformed Chillhouse Soho into the ultimate “Opill & Chill” destination, fusing beauty, education and access.
The day began with an exclusive VIP preview attended by 11 journalists from top-tier consumer and lifestyle media as well as 16 influential creators. When doors opened to the public, a line wrapped around the block. Guests entered a fully branded, visually cohesive environment blending Chillhouse’s signature aesthetic with Opill’s bold messaging. Educational materials, sample distribution stations and co-branded merchandise ensured the space felt culturally fluent rather than clinical.
Guests heard directly from:
The first 200 guests received complimentary applications of the limited-edition Chill Tips, instantly turning manicures into message boards.
Their on-site reactions spoke volumes
“I wish I had Opill when I was first weighing my birth control options. This is amazing.”
– Christina Oehler, InStyle
“I’m Opill’s biggest fan. I’ve been using it for a year and had to stop by.”
– Event attendee
“I love these nails and being a walking billboard for Opill.”
– Lux Alptraum, contributor for The Cut
Influencer amplification ensured that even when the event was over, the buzz was not. Eli Rallo, Dr. Charis Chambers and Santina Rizzi produced 9 pieces of content, while 13 more influencers shared additional organic content, generating 22 unique pieces of content in total.
By merging beauty culture with health education, we turned a product launch into a visible, wearable, social-first declaration of reproductive autonomy. (Importantly, we operated within strict regulatory guardrails, ensuring all claims were medically accurate and compliant while still delivering an experience that felt joyful, expressive and community-centered.)
According to Chillhouse, this became their most successful brand collaboration to date. By embedding reproductive health into a space known for bold self-expression, we proved that education and empowerment can live comfortably inside culture.
The Opill x Chillhouse partnership exceeded objectives across awareness, education, retail impact and cultural normalization.
On launch day, we educated more than 300 consumers onsite and distributed 350 product packs. By mid-afternoon, we ran out of nail sets. Post-event, approximately 1,500 limited-edition sets sold through Chillhouse.com and Amazon, converting buzz into measurable retail action.
The cultural ripple effect extended far beyond the pop-up. Owned content generated 10,900,058 views across Instagram and TikTok, while influencer content drove 26,739,731 additional views, bringing total campaign views to 37,639,789.
Eli Rallo alone delivered 16.2M views, including an 8.9M-view TikTok that sparked a follow-up organic video about birth control. Santina Rizzi contributed 6.9M views, and Dr. Charis Chambers added 3.6M, reinforcing both reach and credibility.
Execution highlights included:
For every nail set sold, Perrigo donated a one-month supply of Opill to the New York Birth Control Access Project, transforming engagement into expanded access for 1,500 people.
By merging education with aesthetics and access with cultural relevance, Opill proved that reproductive autonomy can be visible, wearable and celebrated.
