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ClassPass And On-Demand Beauty Providers Priv And Blow LTD Join Forces

ClassPass And On-Demand Beauty Providers Priv And Blow LTD Join Forces

Romana Hai
ClassPass And On-Demand Beauty Providers Priv And Blow LTD Join Forces

ClassPass and on-demand beauty companies Priv in the U.S. and Blow LTD in the U.K. are teaming up to offer on-demand, at-home beauty services through the ClassPass app.

Starting in Austin, Texas, and New York City, Priv’s on-demand manicures, pedicures, haircuts and blowouts will be available to ClassPass’s 1 million members. Blow LTD will offer the same services and will be available to ClassPass members in the Greater London area.

Today, Priv has over 500,000 members and 30,000 plus beauty professionals on its platform and it has been offering both beauty and wellness services through independent salons since 2018.

The partnership comes at a time when beauty and wellness service bookings are starting to pick up, especially at a faster rate than fitness. On a global level, fitness bookings globally are back to roughly 50-70 percent of pre-COVID-19 levels, while wellness and beauty services are back to 60-80 percent of pre-COVID-19 levels.

“As you can imagine, people feel safer with a one-to-one service versus being in a group fitness class. Ultimately, we want people to be able to spend their credits, and many people had saved up their credits before the pandemic,” said Kinsey Livingston, ClassPass vp of partnerships.

“Especially during Covid-19, we’ve seen an increased interest in services like meditation; we are looking toward a more holistic wellness experience.”

Through the new partnership, ClassPass members can select from any of the available services through the ClassPass application. Within 24-hours, based on their hair and location, the member will be matched with the appropriate stylist or technician.

To make a booking, ClassPass members can use the credits that are issued as part of their membership. The value of those credits and the membership price points vary across different cities.

Currently, Austin’s membership tiers range from $39 per month for 21 credits all the way to $99 per month for 60 credits. Meanwhile, New York City’s tiers range from $49 per month for 27 credits to $159 for 100 credits. The company plans to make beauty services available for 24-50 credits each, across all markets.

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While ClassPass currently has well over 5,000 wellness, beauty and spa partners on the platform, Priv and Blow LTD are the first at-home services to be featured.

Prior to the launch, Priv and Blow LTD negotiated a revenue share agreement with ClassPass, wherein ClassPass will charge a small commission on each completed reservation, according to Livingston.

The new Priv and Blow LTD features are a different move for ClassPass but could be deemed fruitful for on-demand services as little overhead costs are required.

“We’re seeing a lot more haircuts and manicures being booked, even though these services were traditionally performed in a salon,” said Scott Dennis, Priv assistant marketing manager.“These are becoming our focus, as opposed to blowouts [in pre-coronavirus times] for people who were going to an event.”

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