Blonde+Co Named Agency-Of-Record for Dazzle Dry

Blonde+Co, creative agency led by Founder and Creative Director Julie Stahl, known for its expertise with beauty, cosmetics, and lifestyle brands, has been named the agency-of-record for Dazzle Dry, the Phoenix-based revolutionary, quick-drying natural nail care system. The new ad campaign will begin rolling out in late August 2024.

Stahl, who began her career at Schwarzkopf and L’Oréal, has built her reputation as a Director, Photographer, and Creative Director known for bringing both strategy, style, and humanity to beauty and cosmetic brands, including L’Oréal Paris, Kerastase, YSL, and Kiehl’s, to name a few. Stahl says Blonde’s main marketing challenge for Dazzle Dry is that although they’re well-known inside the world’s best spas, it has low brand awareness among general consumers.

“Dazzle Dry deserves to be a household name because the product and the brand are doing some revolutionary things in the world of nail care,” Stahl says. “So much of the traditional mani/pedi experience is done with products that are not necessarily safe for people or the environment. Dazzle Dry is a game-changing, high-performing product that was vegan, non-toxic, and cruelty-free long before it was fashionable. Our goal is to elevate the brand’s visibility to match their quality and performance.”

A real-life “Lessons In Chemistry,” Dazzle Dry® was created in 2007 by Dr. Vivian Valenty, an award-winning bio-organic chemist known for developing products that solve problems. She recognized the performance deficiencies and the dangers lurking in everyday nail care products and created a solution that looks great while promoting wellness.

“We are thrilled to partner with Blonde+Co as our creative agency-of-record,” Robert Acheson, Dazzle Dry’s CEO, says. “Their understanding of the beauty and cosmetic world, coupled with their passion for creativity, strategic vision, and commitment to excellence align perfectly with our brand. We believe this partnership will propel our goals to raise brand awareness among general consumers.

In addition to naming Blonde+Co their creative agency-of-record, Dazzle Dry has announced Power Digital Marketing as their growth marketing agency-of-record, managing the brand’s full-funnel digital media strategy from A to Z. 

Also, Dazzle Dry will continue its long-standing PR agency partnership with intersection (formerly known as JJBPR), a “never-say-never” public relations and marketing agency that specializes in creating compelling content and implementing strategic brand initiatives in the lifestyle and beauty spaces.

Originally founded by beauty experts, Blonde+Co provides content Strategy + Creative Services to Beauty, Fashion, and Lifestyle Brands.