case study

PEAR NOVA

Pear Nova is a luxury, vegan cruelty-free and nontoxic nail lacquer and nail care brand celebrating all skin tones

Overview

With a long-wearing, durable formula made to last and help strengthen the nails, Pear Nova nail lacquers and gels are the perfect blend of function and fancy. The nail color and care company, founded by licensed esthetician Rachel James, is vegan-friendly, PETA certified, and 10-free – meaning that the
polishes contain zero formaldehyde, formaldehyde resin, camphor, toluene, and dibutyl phthalate DBP
for a risk-free manicure and pedicure.

Recently, Pear Nova expanded into the gel polish realm with its Pear Nova Gel Lacquer Collection and opened the Pear Nova Nail Studio & Beauty Lounge in Chicago bridging the gap between beauty and community with luxury services in a space for artistic creativity requested by brand fans and loyal customers. Pear Nova shades may be purchased in store at the Pear Nova Studio, or online at http://www.pearnova.com.

Practice Areas

Beauty & Cosmetics

10 +
Press Hits
1000 B
Media Impressions
$ 10 M
Monetary Value

our

approach

After noticing a void in the representation of medium to dark skin tones in the nail world, Pear Nova’s founder, Rachel James committed to bridging this gap in a competitive cosmetics space and celebrating diverse skin tones while creating healthy, luxury nail products for all. Inspired by art, elegance, world wonders and remarkable women, the Black-owned woman-owned brand’s point of difference lies within its commitment to representation, self-expression, and clean formulas. As Rachel is also passionate about advocating for domestic violence victims and holding a safe space to care for women, Pear Nova merges worlds of self-care and holistic beauty with a range of luxurious nail care rituals.

The 
challenge

01

Startup Indie Brand with big dreams and limited resources had a story that needed to be told.

02

Creating buzz about an unknown brand within a highly competitive and saturated market.

03

Building trust/credibility in formula that is 10-free and high quality.

04

Brand's founder was associated with reality television, and we wanted to focus on the brand’s
luxury proposition.

05

A small company with limited distribution channels and zero retail partners.

OUR 

strategies

01

Create a robust public relations plan that considers the brand’s goals, voice and ambitions,
outlines targeted outreach and proposes creative strategies for achieving press hits.

02

Execute direct editor meetings and manicure deskside appointments to meaningfully connect
top media tastemakers to Pear Nova’s luxury proposition.

03

Distribute expertly curated creative mailings to educate editors about Pear Nova’s
commitment to nontoxic formulas and establish trust in the brand.

04

Reposition founder as a leading businesswoman in luxury cosmetics and entrepreneurial wiz in
her own right.

05

Coordinate strategic partnerships and brand participation in buzzy events including debuting nail
colors and designs on the top runways of New York Fashion Week.

our

results

Since working with First and Last PR, Pear Nova has increased their offerings with a new 10-free Gel Line, Expansive Nail Studio, Nail Care Category and recently released their Layover luxury faux nails.
Pear Nova is established as an editorial favorite vegan and 10-free fashion-forward nail polish brand.
First and Last PR has positioned the brand’s founder, Rachel James, as an entrepreneur to watch and a beauty expert for interviews.
Pear Nova is seen as a committed advocate for domestic violence victims due to its participation in many give back initiatives including Nova Care, Ava Day and Domestic Violence Awareness Month.
First and Last PR have helped to secure countless media features, founder profile stories and awards including Allure Best of Beauty Awards, Essence Best in Black Beauty Award, POPSUGAR Best of Black Beauty Award and Oprah’s Favorite Things in 2020.
Representing Pear Nova, First and Last PR was able to garner a plethora of strategic partnerships with major household brands including Shopify, Disney’s Black Panther, Verizon, Target, Buzzfeed, Facebook, Gilt, United Airlines, AMEX, Nike, NYFW, Essence Music Festival and more.
Since working with First and Last PR, Pear Nova has been regularly featured in Allure, Cosmopolitan, Elle, ESSENCE, Glamour, Harper’s Bazaar, Marie Claire, Oprah, Refinery 29, Style Caster, Vogue and many more!
Instagram

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