Beauty Store Business

AUG 2014

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82 August 2014 | beautystorebusiness.com We choose to consult with our customers and assist when necessary in identifying their individual needs and suggesting a solution. This is why we don't discount and don't promote special deals ad nau- seam. Whether it be through retail partner Sephora or through our stylists, there will always be a well-educated professional to assist in helping consumers find just the right product to enhance their regimens. What have been Drybar's greatest challenges? Webb: One of our biggest challenges is scalability and being able to keep the trains moving and keep the standard where we want it to be. There are a lot of moving parts. Frankly, our biggest strength is the 2,200 employees we have, but that's also one of the biggest challenges—that's a whole lot of people to keep happy and motivated every day! It's all about keeping and maintaining the very high standard that we have. Please tell us more about the Drybar product line. Heffner: In spring 2013, we launched our signature line of styling products and tools, which have been crafted specifi- cally for the perfect blowout. Our iconic yellow blow-dryer, Butter- cup, is featured throughout our branding and is also our top-selling SKU. For us, the process really was figuring out what those products were, then talking to the labs and giving them all the details we could about what Alli and the team wanted. Then it was getting samples back, getting to the point where she personally liked everything, and then putting it into the shops and letting the stylists try it. Clients loved that too—there would be product samples floating around the shop, and the stylists would try it on some clients who were game—and most were. Stylists are very honest people, and they'll tell you, "We hated it. We loved it. Continued on page 125 Image 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 8 2 Inside the Drybar Phenomenon.indd 82 6 / 2 6 / 1 4 4 : 4 8 P M 6/26/14 4:48 PM

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