case study

PEAR NOVA

From Stylist to Cult Favorite Luxury NailCare Brand and Studio

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. Through our targeted outreach and creative strategies, we were able to execute direct editor meetings, manicure deskside appointments, participation in events including New York Fashion Week, strategic partnerships and expertly executed creative editor mailings to connect the brand with top editors, producers and other media professionals.

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 and 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

The 
challenge

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

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

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

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

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

OUR 

strategies

Go big, or go home. While the founder did have a recurring role on a reality television show, we fell in love with her company goals and began to craft a story focused on her creative color palettes, vegan-friendly yet long wear formulations and expertise in the nail industry. With a series of editor meetings and very targeted pitching, Pear Nova soon became an award-winning, luxury, niche brand darling amongst the press and consumers alike. We focused on interviews with the founders, building a community of supportive industry nail experts, celebrity seeding, trend-focused opportunities including presenting during 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
In one year of working with First and Last PR, Pear Nova has been featured in Allure, ESSENCE, Marie Claire, Style Caster, Refinery29 and many more
937 +
Articles
34.44 B
Media Impressions
$ 346.42 M
Monetary Value of Articles