A Formula for SuccessNovember 1, 2009 By: Nicole Palmieri American Salon
Blow expands its brand to include a new Blow Dry Bar Academy, offering salons the chance to build their client base—and their bottom line.
In today's economy, women are looking for ways to extend the longevity of hair services, often visiting salons for cut and color appointments less frequently. A professional blow-out, however, can help clients maintain the style between cut and color appointments, which is one of the key factors in the success of Blow, the New York Blow Dry Bar. Now with two locations in Manhattan and a product range designed specifically to complement a blow-out, Blow is becoming known as a leader in the blow-out category. "We created a place for women to go as a way to maintain their style in an affordable, consistent and high-quality way," says Stuart Sklar, who owns Blow with business partners Jennifer Denton and Julie Flakstad.
In an effort to expand the business and offer women around the country the benefits of a professional blow-out, Sklar partnered with the marketing company Fogg to create a Salon Distribution Division within Blow that is anchored by the new Blow Dry Bar Academy, which features a curriculum designed specifically for salon professionals to master the art of the blow-out. "We believe that this is something that is compelling not only to customers, but also to stylists and salon owners," Sklar says. "We want to help salons make more money through service and product. We want to teach stylists how to create this additional business."
The Blow Dry Bar Academy is held at Blow's Upper East Side location.
At the Blow Dry Bar Academy, professionals learn how to deliver Blow's signature blow-out and provide expert styling and education for their clients on maintaining the look with Blow products. The range of sulfate- and paraben-free haircare products are formulated specifically to suit the needs of maintaining a blow-out. "Many women are dissatisfied with the results they get when they blow-dry their hair at home, and this is primarily due to the products they use," Sklar says. "The Blow products are formulated to help clients achieve better results at home." Upon completing the course, stylists receive a class certificate and discounts on all the tools and products they will need to achieve the best results at their respective salon.
Referred to as the "blow-dry experts," Blow knows what it takes to educate stylists on the perfect blow-out, and increase incremental business. Offering high-quality blow-outs along with high-end products is a successful combination, Sklar says. "By partnering with Blow, salons can fill in the gaps in their schedules with blow-outs," he adds. "It can help salons generate approximately 25 percent of sales if they just add a couple of blow-outs a week to their schedules. It's a great opportunity for clients and salons. It's a win-win for everyone." For class dates or to learn more about the Blow Dry Bar Academy, visit blowny.com. —NICOLE PALMIERI