Why Desksides

In an era of large-scale launch events and influencer activations, First and Last PR made a deliberate choice: go one-on-one. Rather than gather editors in a single room, we brought Pear Nova directly to them — moving across Manhattan and Brooklyn, location to location, one editor per hour, with a celebrity manicurist delivering live formula demonstrations at every stop.

Desksides are not dead. They are, in fact, one of the most effective tools in earned media — precisely because they are rare. An editor who experiences a product firsthand, in her own environment, with time to ask real questions and see a formula perform in real time, is an editor who writes about it with authority and conviction. That access cannot be replicated in a ballroom.

For Pear Nova, the format also served a specific purpose: the formulas had to be felt to be believed. The superior technology behind the Gel Collection — the color payoff, the wear, the finish — was a hands-on story. Desksides gave us the room to tell it properly, one genuine relationship at a time.

The 9 immediate placements that followed were a direct result of that investment in access. More coverage came after. That is the compounding value of earned media built on real relationships.