Beauty may be in the eye of the beholder, but beauty marketing is definitely in the eyes of the creative studio. Blonde+Co company founder/creative director Julie Stahl took time to chat with Happi about her work with indie beauty brand Dazzle Dry’s newest campaign.

Originally from Australia, Stahl began her career at hair color experts Schwarzkopf, before moving on to L’Oréal to become director of product development. There she led the development of new products in the hair category, coordinating with marketing, R&D and market research teams to develop new product/formula ideas and create finished products for consumers.

Stahl founded Blonde+Co in New York in 2002 with the goal of becoming a key creative resource for the beauty and cosmetics industry. Blonde + Co work includes L’Oréal Paris, Nioxin, Kiehl’s, YSL, Kerastase, 
and most recently for Dazzle Dry, the nail polish that is gaining a cult following.

Happi: How is Dazzle Dry different from other nail brands?

Julie Stahl: Dazzle Dry is a revolution in the world of nail care. In a nutshell, it’s better for your nails, better for the environment, and perhaps most important to consumers, it completely dries in five minutes, thanks to the powerful science behind it. We’re proud to partner with Dazzle Dry to share this nail care system with beauty consumers and professionals. It has been a secret known by insiders and now the product is becoming more available and accessible, as evidenced by our new campaign. Dazzle Dry is a high-performing nail care system that is powered by science to air-dry fast (no lamps) and lasts seven days. It’s easily removed and is vegan.

Happi: What are your leading projects for the season?

JS: Our agency/content studio is proud to be working on a number of exciting product launches coming out this year. In addition to Dazzle Dry, we are excited about working with L’Oréal Paris on Bright Reveal Dark Spot Exfoliant Peel and Nioxin on their Hair Fall Defense campaigns. Both campaigns tapped into the voices of experts in different ways. For L’Oréal Paris we show how the product is as efficacious as a professional treatment, but at a drugstore price. We love working on all categories of beauty and enjoy the diversity and variety among these different brands.  

Happi: Do you have a favorite product? What makes it unique?

JS: I get to try so many products and have lots of favorites but I will say that I am obsessed with Dazzle Dry and it has revived my love of manis and pedis, having polished nails and enjoying the self-care moment which I can do at home. I’m also obsessed with a hair conditioner that was formulated by Kirill, a hairdresser friend of mine in LA. We actually turned Blonde Studio into a lab one day and made a big batch of it. I hope he develops it and brings it to market as it is a real game-changer!  My roots are in hair education so I get excited when I am close to haircare.  

Happi: What is the beauty consumer looking for in nail products?

JS: The consumer research we carried out revealed some very clear insights.  One of the biggest complaints was that after a manicure or pedicure, the polish inevitably gets smudged, nicked, scraped, or stamped by even the smallest minuscule tasks. Followed by frustration over never knowing for certain when their nails are dry. There’s no guarantee your nails won’t be ruined moments out of the salon.

What I love about Dazzle Dry is the real-life ‘Lessons In Chemistry’ behind the company’s foundation. It was created in 2007 by Dr. Vivian Valenty, an award-winning bio-organic chemist who created a solution that looks great while promoting wellness.

Happi: Any big beauty marketing trends coming up for 2025 that we need to know now?

JS: We see an emphasis on natural beauty, authenticity, simplicity, and clean beauty products that are free from harmful chemicals, like Dazzle Dry. From a more tactical standpoint, working with a scientist like Dr. Vivian Valenty you can see how she used science to solve problems in beauty and wellness. We love sharing those educational messages in marketing because consumers today are more savvy and curious to know how their health and beauty products work.

Clean beauty and performance are now table stakes. But the array of products is truly overwhelming and there is a call for simplicity and streamlining our beauty routines.

We know there are opportunities in marketing to Gen X and Boomers, not just Gen Z and Millennials. We’re excited about how messages and stories can be compelling through the psychographics of consumers rather than just data and demographic insights. It’s about mindsets that transcend age and income, and communicating that through effective marketing.

Happi: In the new Dazzle Dry campaign, what makes the approach different from what we normally see in this category? 

JS: The campaign “Dry In Five” features our new tagline, It’s About Time. Meaning that it’s about time for a nail system that dries fast, freeing users up to get on with their lives. It’s about time there was a polish that air dries in five minutes and lasts seven days. Moreover, it’s about time for a nail care product that’s designed without harmful toxins. That’s the strategy behind our new marketing campaign. Our goal is to educate consumers about this amazing brand, perhaps more well-known among nail care pros making Dazzle Dry the must-have ‘it’ product. It’s an innovation that solves problems for nail care consumers and the It’s About Time tagline communicates that It’s about time the consumer gets the healthy, beautiful nail care they deserve.