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The (Next) Rachel Zoe Project

The celebrity stylist and reality tv star plans is launching a business to capitalize on a growing beauty trend.
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Never one to miss out on trends, celebrity stylist Rachel Zoe is launching a new business to capitalize on the latest beauty craze: blowouts.

Zoe styles the likes of Cameron Diaz and Kate Hudson, has her own reality television show--The Rachel Zoe Project--on Bravo, and has a front row seat at pretty much every Fashion Week runway from New York to Milan. But in November she will open her newest venture, a blowdry salon. According to a People exclusive, Zoe and business partner Robin Moraetes plan to open the salon, DreamDry, in New York City’s Flatiron district. 

“Rachel and I decided to join forces to bring this concept to the next level,” Moraetes, formerly with marketing firm Creative Artists Agency, told Crain’s New York. “We're developing an extremely innovative experience, all based on personalization.”

Similar “dry bars” are springing up in nearly every metropolitan area across the country. Not to be confused with hair salons, these spots simply offer styled blow dry services. No cut, no color, just dry. One competitor, DryBar, opened in 2010 and already has 16 locations across the U.S. and around 800 stylists.

"When she came to me with this idea, I thought she was crazy,” Michael Landau, CEO of DryBar told USA Today of his sister’s idea to open a blow dry salon. “I didn't understand why a woman would need a blowout and why she just couldn't do her hair herself."

Early investors saw promise, however, and invested $2.5 million in the company.

"We were hoping to do 20 to 30 blowouts a day," Landau said. "And the thing took off beyond our imaginations."

Zoe, however, is undaunted by DryBar and other rivals. She told People that her salon will outpace competitors because DreamDry will “take the blow-dry concept to the next level. We’re in the final stages of developing some amazing programs and technologies that will be totally unique to the overall DreamDry experience.” DreamDry prices will start at around $40 a dry.

Everything Zoe touches, she says, “kills it,” so she's confident DreamDry will be no different.




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