First blow-dry bar opens in New Hartford

NEW HARTFORD — On Saturday, Nov. 8, Norine Rogers (formerly Paolozzi) held a grand opening for the first blow-dry bar in the Mohawk Valley, Norine’s Blow Dry Bar in New Hartford. Rogers is also the owner of Norine’s Salon, located at the same address — 6 Pearl St.

The concept originated in North America with a company called Blo, which promoted “no cuts, no color: Just wash, blow, and go.” Customers could choose from a limited menu with options such as “Executive Sweet” and “Pillow Talk.” The Blo chain now includes more than 45 stores in the U.S., Canada, and overseas. 

A West Coast entrepreneur, Alli Webb, created a similar business from her home in Los Angeles. She quickly outgrew her residential operation and established a chain of stores called Drybars, which now has 40 locations. Both chains have focused on major metropolitan areas and a price point well below what the standard salon charges. The concept appeals especially to women with busy schedules who appreciate the flexible hours and reasonable prices. Some have branded it an affordable luxury.

The introduction of blow-dry bars is a tectonic change in the $35 billion annual salon business. The average woman spends $50,000 in her lifetime on hair-care treatments and products. A quick perusal of the ulta.com website indicates 2,084 hair products listed.

Norine’s Blow Dry Bar is also offering its customers a similar value proposition — reasonable prices and flexible appointment schedules.

“Our prices start at $25,” says Rogers, the sole owner of the salon and blow-dry bar, “and we have flexible hours that cater to our clientele. Many are executives and professionals who prefer appointments early in the morning and late in the afternoon. They may visit before a day at the office or before an evening event. Or they may just have a bad-hair day and want to change their appearance. The blow-dry bar attracts women of all ages who are typically well-educated and affluent. I have a core group of educators, judges, executives, and lawyers who come at least once or twice a week.” Rogers’ clientele also includes men who may want a wash and blow-dry or just a hair massage and hot towel to feel refreshed.

Rogers has created a different atmosphere in her blow-dry bar than in the salon. “I wanted to create an environment that is peaceful, elegant, and relaxing,” continues the salon/dry-bar owner. “It’s designed to encourage socializing. We have flat-screen TVs as well as iPad chargers. The blow-dry bar provides ice, bottle openers, water with lemon, buckets, glasses, and cheese and crackers; the customers bring their own beverages. What’s more relaxing than sipping a mimosa and listening to friends or music while you get your hair done?”

Rogers says a woman’s hair is more important to her than just appearances. “Our hair represents our personality, thoughts, and beliefs,” she asserts. “Hair contributes to our self-esteem, our self-confidence. That’s why I think the blow-dry-bar concept is a [lasting] trend; it’s not a fad. It’s a positive response to the changing lifestyle of women.”

Salon-industry sales have been flat, and many salon operators wonder whether blow-dry bars will siphon off their customers. “I don’t think that’s the case here,” stresses Rogers. “I think my blow-dry bar complements the salon. We should attract new clients who, in time, will want some of the options offered at the salon.”

Rogers has been in the salon business for 27 years — 26 years as a renter (i.e., not an owner of the business). She opened the salon just one year ago. When asked about starting her own blow-dry chain with multiple locations, she smiles and says: “Let’s make the New Hartford location a success, and then we’ll see.”      

Contact Poltenson at npoltenson@cnybj.com