MOSES INC. | Strategic Marketing & Advertising
BRANDING

Dazzle Dry

When VB Cosmetics came to Moses, they weren’t new to the beauty industry. In fact, their founder Dr. Vivian Valenty had been an innovator in her field for over 35 years and her decade-old signature nail care line, Dazzle Dry, had garnered something of a cult following with spas and salons.  

Unlike anything else in the market, Dazzle Dry’s unique formulation delivers quick-drying, long-lasting manicures, without the use of UV light, reactive chemicals, animal byproducts or animal testing. As a superior alternative to the popular but damaging gels and acrylics, Dazzle Dry’s nontoxic nail care system had the potential to completely disrupt the beauty market. But they didn’t have the means or the strategy to make it happen. That’s where Moses came in.

 We worked our agency magic from the inside out to turn the industry’s best kept secret into a must-buy indie brand. And in less than a year, we had the numbers to prove it:

BRANDING

BRANDING

We conducted a full brand audit that revealed a complete overhaul was needed. We tackled everything: brand positioning, messaging, product pricing strategies, an updated logo and packaging, a new website, marketing and sales collateral, tradeshow displays — you name it. A rebrand and a rescue mission in one, we were essentially rebuilding a car that was already in motion.

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SOCIAL

SOCIAL

Social media was an untapped resource for Dazzle Dry. So Moses set to work developing a direct-to-consumer strategy to increase awareness and drive traffic to the newly launched website. We created content that was as original as it was sharable across a variety of platforms, established an influencer marketing program to give Dazzle Dry some much-needed social media cred, and developed a highly efficacious digital campaign strategy to boost followers and drive sales; It was tagged at New York Fashion Week, by celebrity nail artists and featured in InStyle Magazine. We turned a nail industry insider only brand into one of the fastest growing clean beauty companies.

DIGITAL

DIGITAL

The site featured a clean design reflective of the brand, easy navigation, and tools that allowed Dazzle Dry to track valuable insights in a way they never had before. Moses immediately saw an opportunity to position them as a luxury brand by increasing the price of their product and creating campaigns designed to raise awareness of underperforming products. This resulted in 35% increase in the average order value. To top it all off, we did a complete overhaul of their email marketing and increased subscribers by 1,813.2%. Not too shabby for their first year with Moses.

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