For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!
Issue link: http://beautystorebusiness.epubxp.com/i/340385
78 August 2014 | beautystorebusiness.com parents hand serving bagels and fresh squeezed orange juice to clients as we swept the floors. Cameron got his start in advertis- ing as an art director for Merkley and Partners 12 years ago in New York City. He's worked on ad campaigns for Mercedes-Benz, BMW Motorcycles, Fila, Activision, IKEA and the Southern California Honda Dealers. More recently, he served as a creative director at the prestigious ad agency Secret Weapon Marketing, responsible for the Jack in the Box and Southern California Honda Dealers commercials. Married to Alli, Cameron is the creative mind behind Drybar's branding, identity and website. Please discuss the inception of Drybar. Why was this a needed service? And where did your inspiration come from? Webb: It truly came out of personal necessity! I was so frustrated with the two not-so-great choices I had when in need of a blowout: overpaying at a traditional salon or taking my chances at a discount chain where the service was hit or miss and there was absolutely no experience. I had always longed for a fun, cool, hip place to get a great blow- out at an affordable price, but it just never existed before Drybar. Please describe the Drybar experience. What services are offered? What services or styles are most popular? Webb: The prototype design of Drybar was created by award-winning architect Josh Heitler from the New York-based firm Lacina Heitler. Josh is also a partner in Drybar. Our now-famous Drybar experience starts with complimentary champagne, mimosa, coffee or tea from one of the bartenders [receptionists], relaxing in a beautifully appointed, comfy-yet-chic "bar" with fabric-paneled and tufted walls, marble countertops and iPhone chargers, while watching the latest "chick flicks" on flat screens. The Drybar concept is best summa- rized by our trademarked tagline: "No cuts. No color. Just blowouts." We charge a flat fee of $40 regardless of hair length, style or tools used in the following styles aptly named after popular cocktails: • Straight Up: Simple and straight • Manhattan: Sleek and smooth • Southern Comfort: Big hair and volume • Cosmopolitan: Lots of loose curls • Mai Tai: Messy and beachy • Cosmo-Tai: Beachy, messy curls • Shirley Temple: Preteen blowout • Up-Tini: Fancy updo We seem to get a nice variety of requests for all of our different styles at every location. The Southern Comfort— big hair—is popular in Texas and Atlanta, while the Mai Tai is a big crowd-pleaser in Los Angeles, and the Cosmopolitan— lots of loose curls—probably wins the most-requested style from coast to coast. Who are key staff members in the organization? How is the company structured? Heffner: Over the past six months or so we set out to build the "Dream Team" that will take Drybar to the next level. After an exhaustive search, we have achieved our goal, having added a group of accomplished professionals. Kim Natale, senior vice president of product, is a professional-nail industry veteran who has launched incredibly successful brands, such as Shellac, and really understands the salon space. Steve LaBrie recently joined us as chief of technology. He spent a number of years with the Patina restaurant group, and will ensure that all of our systems are aligned and supporting our rapid growth plans. Diego Vidal recently joined us as CFO and has a wealth of experience within not only the beauty space with OPI, but also the manufacturing and service sectors. Brittany Driscoll is our director of marketing, and is an amazing gatekeeper of brand integrity and strategy. Renee Atwood, who manages human resources for us, has built world-class, "Our iconic yellow blow-dryer, Buttercup, is featured throughout our branding and is also our top-selling SKU." All images courtesy of Drybar I n s i d e t h e D r y b a r P h e n o m e n o n . i n d d 7 8 Inside the Drybar Phenomenon.indd 78 6 / 2 6 / 1 4 4 : 4 8 P M 6/26/14 4:48 PM