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http://www.wsj.com/articles/the-high-price-of-beauty-4-women-reveal-their-annual-costs-1452198160

“WHO’S GOING TO spend $50 on a blowout?”

That was Jessica Richards’ reaction in 2005 when her neighbor in New York’s West Village opened a salon that offered only blow-drying and styling—then an utterly novel concept. Ms. Richards, an ex-Vogue editor who owns Shen Beauty, a boutique-cum-spa in Brooklyn, is no longer so incredulous. “Now I go into a meeting,” she said, “and I’m the only one in there without a blowout.”

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This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.