The Dry Look was a hairspray Gillette introduced in the early Seventies. It was for men who wanted to take advantage of the looser hairstyles of that decade, but still keep it all together with a spray for men. This hairspray lingered for years afterwards and was perfect for the eighties, sadly for the Dry Look, during that decade other hairsprays would become acceptable for use by men.
Dry look did not give up though and they would continue to run ads like they were the only male hairspray in town.
Here is an ad from the early 1970’s that does a great job of explaining what the Dry Look was all about.