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Three of New York City's biggest players in the beauty world are joining forces. Blowout salon DreamDry, waxing and laser hair removal salon Spruce & Bond, and makeup salon Pucker will now operate under the parent company Hudson Blvd Group, WWD is reporting.
Rachel Zoe, who cofounded DreamDry, will serve as the company's creative director, while its former CEO Robin Moraetes will be chief brand officer and former Spruce & Bond CEO Justin Joffe will be Hudson Blvd Group's CEO.
"Our customer was already getting a blow dry at DreamDry, and then hopping in an Uber to go have services at Spruce & Bond," Joffe told the paper. "We wanted to make these services easily available to her in an upscale environment."
So what does all this mean for clients of these salons? Nothing will change at the moment, but the company is planning to introduce a rewards program later this year. "For instance, if the customer has a blowout at DreamDry, she might get a free brow wax at Spruce & Bond," according to Moraetes. "Rewards and loyalty are two huge priorities for us."
You'll also see more pop-ups within the salon down the line, with even bigger launches — think branded products, services like nail care, and more locations — coming after that.
Spruce & Bond (formerly Completely Bare) has five locations in Manhattan and another in Westchester County, while Pucker's sole salon is in Soho. DreamDry, with locations in Flatiron and near Columbus Circle, is the only salon with a presence outside the New York metro area.