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BeGlammed Beautifies W Hotel Guests

Primp like the stars do inside a W Los Angeles hotel room.

BeGlammed is helping W Los Angeles guests get red-carpet ready.

Just in time for the Golden Globes on Sunday, the on-demand beauty service provider has partnered with the hotel to bring hair and makeup services to visitors in town for the award season or any other reason. The alliance with the L.A. property is part of a broader relationship between BeGlammed and W Hotels & Resorts that started last month with the W San Francisco and is due to branch out soon to several additional locations.

“For BeGlammed, it’s about aligning with strategic partners that have similar clientele demographics to ours: professional women on the go or the traveler who is going to be hitting the red carpet,” said BeGlammed founder Maile Pacheco. “The W is a trusted name. Guests love their hotels, and they are loyal and dedicated, and enjoy the experience they have when they stay at the hotel — and that’s much like the experience our clients have with BeGlammed.”

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Guests arriving at the W Los Angeles are given $20 off the first BeGlammed service of their stays. Blowouts are the core of BeGlammed’s beauty service business within hotels, and they are $50 to start with hair service prices rising to $85 for more elaborate styling. Makeup services are also popular and cost $75 to $125. At W hotels, Bliss commands spa services, and BeGlammed offerings don’t duplicate Bliss’ menu items. BeGlammed stylists and makeup artists can recommend Bliss skin-care products to W Hotel customers, although they aren’t officially associated with Bliss.

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BeGlammed, which recently linked with Macy’s on at-home beauty treatments for the retailer’s customers, isn’t the only on-demand service specialist entering hospitality partnerships. Nomi has struck deals with a number of hotels such as The Quin Hotel, WestHouse, The Refinery Hotel and InterContinental Times Square. In 2015, Vensette arranged to pamper guests at the Trump International Hotel & Tower New York and has stretched to hotels beyond the Trump landmark by partnering with The Greenwich Hotel, The Plaza, Viceroy New York, The Mark and The Lowell Hotel. Prior to BeGlammed, Glamsquad teamed up with select W hotels to supply beauty services.

Pacheco views BeGlammed’s affiliation with W as both a revenue generator and a publicity vehicle. “As the partner of a hotel, we receive referrals that will drive business for BeGlammed, and it’s creating brand awareness and that ties back into our marketing plan to get the name of BeGlammed out there,” she said. BeGlammed has a presence at about 15 hotels nationwide, including the W locations in San Francisco and Los Angeles, and is considering rolling out to W hotels in Atlanta, New York and Scottsdale, among many cities.

In two-and-a-half years, BeGlammed has expanded to 23 markets, a network that affords it the reach to work with W hotels across the country. Talking specifically about its partnership with W, Pacheco said, “We see this being a long-lasting relationship.” She envisions BeGlammed possibly integrating brands affiliated with W hotel like liquor brands into in-room beauty service experiences and connecting with W parent company Starwood Hotels & Resort’s point program to incentivize BeGlammed usage.

At W Los Angeles, BeGlammed is participating in activities surrounding the movie award shows. The hotel’s $11,000 per night so-called Ewow Awards Show Suite will feature BeGlammed blowouts for 20 women. Outside of its partnership with the hotel, the award season figures to be a busy period for BeGlammed, and it plans make a promotional push to engage customers headed to award show events as well as put out related content in social-media posts centered on tips and tricks for how to achieve red-carpet looks.