This Just In: July 22 - 29 | This Just In | Pittsburgh | Pittsburgh City Paper


Summary: A new nail polish practically promises to change the world. Reporter: Kristine Sorensen, KDKA Channel 2 Airtime: 3 minutes, 26 seconds on July 16 Visuals: * The myriad female faces that come with ooh-ing and ahh-ing over this miraculous nail polish!  Highlights: * When Sorensen asks, "Don't you hate it when you get a manicure and then you nick your nail on the way out the door, and then your polish starts chipping a few days later? Well, now a new polish promises to eliminate both of those problems. It's called Shellac, by CND, and it just may revolutionize manicures. I gave it a try to see if it really works." * Sorensen's bottled portion of the program: "Whether it's a soft, natural shade, a French manicure or a pump of color, pretty nails make women feel beautiful. But it takes time and money." * When she pitches, "Now comes a revolutionary new polish that's been in development for five years. [This nail technician] at [this salon] in Greensburg says [it's] a hybrid, combining the best of traditional polish and artificial nails." * When the female nail tech touts, "This is just something that's unheard of. I think it's every woman's dream." * When Sorensen asks, "But is the dream reality? I [and several others] all put it to the test. The ‘Shellac' manicure takes about 30 minutes with a base coat, two color coats and a top coat, but after each step, you put your fingers under a special UV lamp to cure the unique formula. The first shocker: The Shellac polish dries immediately." * When Sorensen asks (again), "[C]ould the manicure really last two weeks without chipping? We came back ... 14 days later and yes, [everyone's] nails were still perfectly polished." * When a Greensburg woman lists all of the things she managed to do while wearing the polish: "I washed my car, scrubbed my floors, painted, cut grass, weeded -- all that stuff." * When Sorensen gives us her own hard facts: "Now, my Shellac polish did chip, but not for eight days." Unanswered Question: How in the world did women do chores before this nail polish came along? What We Learned: First-world problems are such bummers! News Value: 1. "PR dream" is more like it. This is another one of those aggressively marketed pitches that reporters are often too eager for. If you want to have some fun, go to YouTube and type in "Shellac Media Coverage." You'll see clips, including local news coverage, that aren't too different from Sorensen's. The word "revolution" probably hasn't been used so many times since 1776. My favorite part is when an older male newscaster talks about the bane of "nicks" and "chips."

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