Brand Strategy | Positioning | Growth Roadmap
Nail Care With a Fresh Polish
Client: Dazzle Dry
What I Did:
Took a salon-only nail care with a cult following and turned it into a DTC beauty brand with shine — science-backed, clean, and consumer-ready.
The Mess:
Dazzle Dry’s pro cred came with a discount-bin name — client wouldn’t budge, so luxe got lost in a pricey system and a process consumers didn’t get.
My 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.
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