Elizabeth Lippman for DreamDry
The hairstyling market just got a little hotter. The celebrity stylist Rachel Zoe, 41, having leveraged her personal brand into designing clothing and promoting lipstick, is scheduled to open DreamDry, a blowout and hairstyle salon, on Feb. 14 at 35 West 21st Street, mere blocks from similar ventures called Blow and Drybar.
Ms. Zoe and her business partner Robin Moraetes are adding a few twists: a loyalty program and a DreamDry Dossier to track customers’ loyalty points and style history.
Each client will be given an iPad to peruse the salon’s latest style offerings. At the end of each session, her look will be photographed and put in the iPad for future reference. Checkout from the chair is also offered.
No stranger to starlet styles, Ms. Zoe will update the menu with the most recent Hollywood trends, in addition to offering classics like the Audrey (a simple up-do) and the Farrah (soft, loose waves). Blowouts will cost $40, while dry hairstyling (braids and chignons) ranges from $20 to $30.
“The styles at DreamDry are inspired by my personal muses and fashion icons,” Ms. Zoe said in a statement. “DreamDry is all about making glamorous hair an everyday reality.”
The 2,600-square-foot space, decorated in black, gold and silver, will feature 17 chairs, a V.I.P. area and long hours: from 6:30 a.m. to 10 p.m. Appointments can be made online or at (212) 886-5194.
All Hair. All The Time.