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Elizabeth Lippman for DreamDry
DreamDry.
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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.
