The secret is out, and it all began with an interview for the Los Angeles Times. George Schaeffer, president of OPI Products, publicly shared his view on the male approach to nail care for an article by Michael Quintanilla entitled “Macho Colors.” Men have recently become hip to beauty regimens, from highlighting their hair and buying skin care products to spending the day in a spa and even wearing nail polish. Schaeffer created products such as OPI’s Matte Nail Envy to reflect this changing trend and persuade those men who are still wary about manicures to consider their options. The story was so popular that Schaeffer’s insight about the emergence of men’s nail care spread like wildfire. A national wire service picked it up, and Schaeffer’s quotes for the Los Angeles Times were brought to readers all across the country.