Fashion stylist Rachel Zoe and strategic marketing expert Robin Moraetes have launched DreamDry, new hair salon specializing in blow-outs. The salon’s first location opened on February 14th in Manhattan’s Flatiron neighborhood, at 35 West 21st Street, and plans are already in the works for a second location at Columbus Circle later this year.

“A hairstyle is like an outfit – it deserves care and attention, and every day allows for a new twist on your own self expression. Whether you’re about sexy waves, a polished chignon or a playful braid, DreamDry makes dream hair a daily reality,” said Zoe.

DreamDry “takes the blow-dry salon concept to the next level,” and promises to give women “dream hair” in 40 minutes or less. Guests are greeted with an iPad at check-in, which they will utilize throughout their appointment to view the electronic menu, browse styles, and find inspiration in the latest trend reports. Guests will also be photographed after each visit and their image will be uploaded to their DreamDry Dossier, an online database storing client profiles, full styling history, post-appointment photos, rewards points balance and more.

“Rachel and I are delighted to introduce an extremely innovative salon experience featuring unprecedented, personalized services. We believe that personalization is key, as no two people have the same needs,” added Moraetes.