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Industry Spotlight: Drybar

Industry Spotlight, by Faryn Maya Seiden
 
Who They Are: Drybar is the nation’s premiere blow dry bar specializing in just blowouts -- no cuts, no color! Their founder Alli Webb revolutionized the beauty industry with this simple concept in 2010. Today, Drybar has over 100 locations in the US and Canada and a growing product line.
 
What They Did: The business model is simple: focus on one thing and be the best at it. The brand is fresh, inviting and fun, which comes through in their marketing. They made several brilliant updates to their business and marketing strategy to serve their customers and support their staff during COVID-19:
  • Product Focus: Drybar promoted their hair care product line so that customers could re-create “the perfect blowout” from the comfort (and safety) of their homes, while physical locations were closed. They leveraged video tutorials on social media, featuring their signature blowout styles and product line.
  • Supporting Stylists: They gave customers the opportunity to save on future blowouts with the “Stock Up For Our Stylists” promotion in support their COVID-19 Wage Assistance Fund.
  • Staying Safe: Drybar created simple language and graphics to inform customers of the safety measures they are taking as stores re-open.
Why We Love It: We love to see businesses adapting to COVID-19 and the new normal in a way that feels authentic and genuine. “Making the world a happier place, one blowout at a time.”
 
What We Can Learn: This brick and mortar business thoughtfully adapted their marketing strategy to maintain revenue and retain their team of stylists through a very difficult time. They could have given up and let everyone go, which may have saved money in the short term but would ultimately have hurt their business as they would have had to hire and train a new team of stylists once stores can safely re-open.
 
They are serving their community the best way they know how. With peace, love and blowouts! 💛
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