Brand Strategy | Positioning | Growth Roadmap

Nail Care With a Fresh Polish

Client: Dazzle Dry

Took a salon-only nail care with a cult following and turned it into a DTC beauty leader with shine — backed by science, non-toxic, and consumer-ready.

The Mess: Dazzle Dry’s pro love came with a drugstore name — the client wouldn’t budge, so luxe results were lost in a pricey system and a process consumers didn’t get.

The Fix: Repositioned from cheap into chic — sharp messaging, education that clicks, and a digital blitz. Made “not just polish” a flex, not a hurdle.

The Win:

• Sales spiked 71%, crushed year two goals in year one — proof met profit.

• Premium vibes stuck — beauty crowd bought in.

• Social, email, repeat buys blew up — education paid off.