Drybar Grand Opening

Dry Bar Logo

Drybar Grand Opening

Client: Drybar

Client Description: Located in Uptown Park Shopping Center, Drybar offers Houston the original creator of the blow dry bar concept. No cuts. No Color. Just blowouts. Founder Alli Webb created the business with the idea of focusing on one thing and being the best at it. The sophisticated branding defines the interior in the new Houston location, which is the 30th nationwide store for the company. Drybar’s branding proudly features its official mascot Buttercup (an upside down yellow blowdryer), featured around the shops and on the website. Drybar’s menu of signature styles stays true to the ”bar” theme with styles like the “Manhattan” or “Cosmopolitan”. Add to your tab with extras like a “floater”, a ten-minute scalp massage during your shampoo. Drybar has become a regular stop for celebrities like Cindy Crawford, Emma Roberts, Jennifer Love Hewitt, Zooey Deschanel, Rose McGowan, Hilary Duff, Miley Cyrus, Jennifer Garner, Maria Shriver and Nicky Hilton.

Brief: The PR Boutique was retained to handle the grand opening of Drybar in the Uptown Park Shopping Center, including on-location media interviews and press outreach surrounding the store’s grand opening. The challenge for The PR Boutique was to differentiate Drybar from the already existing blow dry establishments in the city. Leading up to the opening, The PR Boutique generated as much attention and excitement as possible about the first-ever Drybar location in Houston by reaching out to local media with creative, segmented pitches to announce the opening. The PR Boutique pitched business and lifestyle stories to the Houston Business Journal, Houston Chronicle, NPR, Great Day Houston and the LiveWell Network’s Mirror/Mirror among many other publications. As a result of The PR Boutique outreach, Drybar welcomed more than 15 journalists into the store during opening weekend for a free blowout while Webb made her way around greeting the press and answering interview questions. The PR Boutique was also charged with compiling a list of Houston’s local influencers to receive special freebie blowouts from Drybar. The agency also coordinated 10 blogger giveaways, which included a complimentary blowout, the week of the grand opening to generate the most buzz. In addition to opening-day media interviews, The PR Boutique invited media and Houston influencers to a VIP grand opening party at the River Oaks home of one Drybar’s investors. Guests mingled with Webb while learning about Drybar’s unique services and products. The agency distributed a post press release highlighting the influencer event along with key photos to secure event coverage. After months of hard work, Drybar was officially on the map in Houston and positioned as the go-to spot for a blowout.

‣ Drybar to open in Uptown Park – 002 Houston Magazine, September 2013

‣ Style + Leisure
– Houstonia Magazine, September 16, 2013

‣ Drybar Lands in Uptown Park
– Houstonia Magazine, September 3rd, 10th, and 17th

‣ ShopTalk Newsletter
– Culture Map, September 16, 2013

‣ Drybar Kicks Off Houston Launch with Stylish River Oaks Blowout – Greetings From Texas, September 16, 2013

‣ Houston We Have a Drybar – Houston Press, September 17, 2013

‣ Drybar Opens in Uptown Park, Makes Good Hair Look Easy – Houston Hip and Haute, September 13, 2013

‣ Opening Mention
– Houston Tidbits Social Diary, September 10, 2013

‣ Just ‘Do It
– JMG Magazine, September 16, 2013

‣ Drybar Houston Makes Big Debut
– The Peak of Tres Chic Blog, September 11, 2013

Results:

Drybar received praise from Houston’s top media. Following are media placements received. – Houston Chronicle, Style, August 25, 2013

‣ Houston Drybar Giveaway – Girl Around Town, August 30, 2013

‣ Drybar Houston Opens in September – Houston’s Weekly Chic, September 10, 2013

‣ Houston We Have a Drybar – Urban Swank, August 16, 2013

‣ Houston, We Have a DRYBAR! Get Ready to be “Blown” Away! – Houston Chronicle Fashion Diaries, August 19, 2013

‣ Houston’s Newest Beauty Salon Does Only One Thing – We Wear Things Blog, September 18, 2013

‣ Hot Toddy
– Megan Pastor Blog, September 9, 2013

‣ Giveaway! Free Blow Out!
– From Prosecco to Plaid Blog, September 10, 2013

‣ Fall Booties (plus a Drybar giveaway) – Sunday Beach Blog, September 13, 2013

‣ Friday Find
– Classy and Fabulous, September 13, 2013

‣ Giveaway!