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FeedPSST! The New B.Y.O.B.
Walk into Hi-Lites Aveda on a Wednesday evening and you might see clients blow- drying their own hair.
James Jaeger
Walk into Hi-Lites Aveda on a Wednesday evening and you might see clients blow-
drying their own hair. You might even notice the glasses of wine within arm’s reach. This scene seems as odd as applying the acronym B.Y.O.B. to an evening at a hair salon.
Bring Your Own Blow-dryer is a monthly event organized by the Cathedral City salon’s project coordinator, Noelle LaBarbera. The idea arose after Vino 100 — a fellow Pickfair Promenade business — approached Hi-Lites about a collaborative ladies night. The first event in February — wine tasting at Vino 100 with neck, back, shoulder, and hand massages, consultations, and mini-makeovers provided by Hi-Lites stylists and hors d’oeuvres from neighboring The Mad French Lady — sold out at 40 people. Capitalizing on that success, the businesses decided to make it a monthly occurrence and add another regular event — B.Y.O.B. — at Hi-Lites.
The idea of the latter event, according to LaBarbera, is to teach guests the secrets of the stylists. “No one ever looks as good as they do when they leave the salon,” she says. “This is letting them know that we actually care about their hair.”
After filling out a questionnaire, getting a hot oil neck massage, and enjoying wine and hors d’oeuvres, each guest is paired with a stylist who consults with them, washes their hair, and then guides them to achieve a desired result. Participants bring their own blow-dryer and any other styling aids they use so that they learn with the tools they use at home.
“I am learning more about the products and the techniques, which is funny because, at 37, you’d think I would know how to blow-dry my hair,” said Nena Rutherford of Bermuda Dunes at the first B.Y.O.B. in May. Her goal was to learn how to straighten her hair; her friend Lilly Arce of Cathedral City came to learn how to retain her natural curl without frizz.
Once properly coiffed, guests are treated to refresher makeup applications before heading home — or, perhaps, out to show off their great look.
In addition to ladies night, B.Y.O.B., and other novel events, Hi-Lites offers free haircuts to blood donors when the bloodmobile visits on the first Saturday of each month and a $20 certificate to those who give blood at the blood bank at any time.
Hi-Lites Aveda, 68-718 E. Palm Canyon Drive, Suite 301, Cathedral City; 328-5441, hlspa.com
Photography by James Jaeger
Models: Maggie Schooner and Trent Tiegen
Hair stylist: Chris Espinoza
Makeup: Jodi Miller
Gown: Windsor of Palm Desert
