Rachel Zoe and Robin Moraetes' DreamDry Opens

February 14
1:53 2013

Rachel Zoe and Robin Moraetes' DreamDry Opens

Designer, stylist and fashion icon, Rachel Zoe and strategic marketing expert, Robin Moraetes have teamed up to introduce DreamDry, an innovative blow-dry and styling destination.The first location, opened in the heart of Manhattan's Flatiron neighborhood (35 West 21 st Street) on Thursday February 14, 2013, takes the blow-dry salon concept to the next level through personalized client care, e-services and programs, express styling, extended hours, a rewards program and signature hair styles. The 2,600-square-foot salon features an ultra chic color scheme of black, gold and silver, reminiscent of Creative Director and Co-Founder Rachel Zoe's signature style. The space will house 17 chairs, including an exclusive VIP area.

"A hairstyle is like an outfit it deserves care and attention, and every day allows for a new twist on your own self expression. Whether you're about sexy waves, a polished chignon or a playful braid, DreamDry makes dream hair a daily reality," commented co-founder Rachel Zoe. "I am so excited to help create a destination that allows women to have fun with their personal style and to enjoy being glamorous every day."

Conceptualized with on-the-go women in mind, DreamDry achieves a client's dream hair in 40 minutes or less. DreamDry experts, trained under the DreamDry Academy, will transform clients in an instant into one of their Hollywood-inspired looks.Styles include the Audrey: a chic simple up-do, the Farrah: soft, loose waves, the Sophia: luxurious volume and curl, or the Brigitte: voluminous, sexy waves, all for $40. In addition to blow-outs, the salon will offer express dry hair styling, ranging from $20 to $30, for any signature style, fishtail or waterfall braid, top knot or side chignon. Appointments begin as early as 6:30am and close most nights at 10:00pm.

DreamDry is anchored by personalized e-services from the minute a client walks through the stylized doors. Guests are greeted with an iPad at check-in, which they will utilize throughout their appointment to view the electronic menu, browse styles, and find inspiration in the latest trend reports.Clients can complete their check-out at their chair through the DreamDry concierge. Asa key component of the salon's personalization, guests will be photographed after each visit and their image will be uploaded to their DreamDry Dossier, an online database storing client profiles, full styling history, post-appointment photos, rewards points balance and much more.

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