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Drybar to launch a series of interactive initiatives and in-shop surprise and delight moments nationally


Drybar has partnered with Amazon Studios upcoming theatrical release, Life Itself, in theaters nationwide on September 21, for a creative two-week experience. Celebrating the release of Life Itself, this unique partnership will consist of in-shop activations, digital and social support across Drybar channels in an effort to bring women together to share the personal stories that have shaped their lives by using the hashtag #drybarlifeitself, since there is no greater story than life itself.

On September 10th and 17th participating Drybar Shops will offer all clients a complimentary blowout.  In addition to the shop activations, Drybar clients nationally will have the chance to receive a free movie ticket (limited ticket quantities available) to see an exclusive screening of Life Itself and watch the story of a young couple who must navigate the unexpected twists of their life journeys as they create reverberations that echo over continents and through lifetimes.

In addition, clients booking at select Drybar shops in participating locations across the country will get the chance to see Life Itself at exclusive advanced screenings on September 19th (limited ticket quantities available).

Check Out the Activations:

  • Nationally (All Drybar Locations September 10th – 24th)
    • Life Itself trailer will play in between movies
    • Clients who book a blowout will receive a free movie ticket to Life Itself (limited ticket quantities available)
  • Select New York + CA + Dallas + La Jolla Shops (September 10th & 17th)
    • Life Itself trailer and behind the scenes content plays in between movies – all day
    • Full Drybar shop “takeover” with Life Itself signage and collateral
    • Complimentary blowouts
      • New York
        • Flat Iron: 9/10
        • Upper West Side 99th Street: 9/10
        • Parker Meridien: 9/10
        • Tribeca: 9/17
        • Meatpacking: 9/17
      • California
        • Santa Monica Place: 9/10
        • Culver City: 9/10
        • West third: 9/10
        • Beverly Hills: 9/17
        • San Francisco Union Square: 9/17
      • Regional Shops
        • La Jolla 9/10
        • Dallas Highland Park 9/10

ABOUT DRYBAR: Named one of the top “100 Brilliant Ideas” by Entrepreneur magazine and one of New York Magazine’s “Boom Brands,” Drybar is based on the simple concept of focusing on one thing and being the best at it. Drybar opened its first shop in Brentwood, California in 2010 and has grown to over 100 locations nationwide. The brand offers a full line of professional products & tools available at Sephora, Nordstrom, Ulta and select Bloomingdale’s locations nationwide. Drybar Founder Alli Webb was named one of the “100 Most Creative People in Business” by Fast Company, and has been featured on the Cosmo Power List by Cosmopolitan magazine, as well as the Fortune 40 Under 40 List.

ABOUT LIFE ITSELF: As a young New York couple goes from college romance to marriage and the birth of their first child, the unexpected twists of their journey create reverberations that echo over continents and  through lifetimes in Life Itself. Director and writer Dan Fogelman (“This Is Us”) examines the perils and rewards of everyday life in a multigenerational saga featuring an international ensemble including Oscar Isaac, Olivia Wilde, Antonio Banderas, Annette Bening, Olivia Cooke, Sergio Peris-Mencheta, Laia Costa, Alex Monner and Mandy Patinkin. Set in New York City and Carmona, Spain, Life Itself celebrates the human condition and all of its complications with humor, poignancy and love.

For more information about Drybar, please visit or contact:
Maria Boschetti | [email protected] | 714.585.1485