Pure Beauty

Hudson BLVD creates 'deconstructed salon' with Neiman Marcus tie-up

By Sarah Parsons | Published: 22-May-2017

Service-driven beauty brands DreamDry, Spruce & Bond and Pucker will operate under one roof for the first time

US cosmetics company Hudson BLVD. Group (HBG) has announced a partnership with luxury department store Neiman Marcus to combine its service-driven beauty brands under one roof for the first time.

Until now, DreamDry, Spruce & Bond and Pucker have operated as separate identities but from next month, consumers will be able to visit the multi-brand concept in New York.

The beauty company aims to provide customers with a ‘seamless experience’ and to offer an alternative to the traditional salon.

“The deconstructed salon has enabled many boutique brands to thrive, but our consumer wants the best of both worlds - specialised brands that they are passionate about, with the convenience of completing their beauty regimen all in one place,” said Robin Moraetes, President of HBG.

To coincide with the launch of its first joint location, HBG will offer a new incentive scheme.

The Founder's Card $150 will be available for a limited time and will include products, complimentary services and discounts, special offers and events throughout the year.

"Today's consumer, especially in the beauty sector, demands an elevated and unparalleled experience, with an emphasis on convenience," said Moraetes.

"With our robust assortment of multi-brand offerings and services under one roof, we are able to deliver exceptional value and personalised experiences to each and every client."

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