A Blow-Dry Bar Grows In Santa Monica-------
With the proliferation of one-stop blow-dry shops saturating major metropolitan areas, how does a newcomer set itself apart from the well-coiffed pack? For Matthew Preece, owner of Santa Monica’s Fred Segal Salon, the answer revealed itself through proxy—the just renovated reception space of his already established salon was a prime location for his newly opened Blow Dry Lounge—and partnership; Preece has teamed up with PHYTO to exclusively offer the line’s plant-based products and botanical treatments, a coup no other blow-dry destination has managed to secure, and a score for Los Angeles’ eco-obsessed. “It was a perfect time to work with PHYTO because they’re going through a bit of a resurgence now with everyone looking for all-natural products,” Preece explained of the serendipitous timing.
In the name of staying competitive, all blow-outs are $35, with five different styling options to choose from. But the lounge also features two updo options and select PHYTO treatments (scalp exfoliation and moisture repair) that you can add on to any service. Preece is also banking on another important differentiator: quality of service. “Our stylists are stylists from the salon, so you’re not just getting people who become licensed to just do blow-drys. You’re getting the full Fred Segal Salon service here,” he says. And then there’s the vibe of the four-station destination, which is a bit less hustle and a little more flow; just a few short blocks from the Pacific, the energy is decidedly more relaxed, an atmosphere that’s helped along by the yoga studio Preece opened off the reception area in 2011. “I just didn’t want to be the same as everybody else,” he explains. Mission accomplished.
The Blow Dry Lounge at Fred Segal Salon, 420 Broadway, Santa Monica, CA; 310-907-4022.