Dashing Diva


After experiencing explosive growth in Korea, Magic Press Nails by Dashing Diva is bringing press-on nails to mainstream America.  MSLK’s assignment was to drive traffic to Sally Beauty for the brand launch in the spring of 2018, and to educate US consumers that Magic Press Nails offer a salon-quality gel finish with no glue and no nail damage.  Our objective was to communicate the playful fun of Magic Press’s high-quality press-on nails, which can comfortably be worn for a variety of occasions and feature high-quality jewels and finishes.

  • Competitive Analysis
  • Brand Audit 
  • Retail Audit
  • Brand Strategy
  • Tagline
  • Marketing Plan
  • Art Direction
  • Print Promotion
  • Retail Display
  • Sales Collateral
  • Social Media Campaign

MSLK developed a suite of compelling headlines and paired real nails with paper props to highlight a variety of Magic Press’s key product benefits. Each image was set upon an ownable, dynamic background featuring torn paper in a soft, spring palette of pastel colors.

Working hand-in-hand with the client as well as our media partners at Women’s Marketing, we developed a comprehensive media plan. We identified potential prospects interested in nail and beauty trends, and used geo-targeting to reach them on social media as well as on mobile devices, driving traffic in-store for the launch.

Although social media marketing is incredibly effective, print ads in traditional beauty publications are still effective at driving brand awareness and building intrigue. For this ad, we focused on the most innovative and disruptive product in the Magic Press line, press-on nails for toes that are water safe – just in time for the travel and beach season.

Ideas for in-store graphics and targeted promotions through Sally Beauty’s own marketing program were included in the initial sales presentations to Sally. The graphics and targeted promotions showcased how Magic Press intended to increase consumer awareness and intrigue during launch.


Our efforts helped Magic Press grow the relationship with Sally Beauty, including the number of SKUs and retail doors for product launch.

“The Sally Beauty meeting was very successful! They increased our shelf space to 33 SKUs for launch. It was a pleasure working with MSLK and I truly appreciate your team’s help.”
– Margaret Pak, VP of Marketing and Sales