Summer Fridays are increasingly coming with an extra perk: beauty services.
The partial workdays running from Memorial Day to Labor Day afford women extra time to squeeze in manicures, pedicures, hairstyling and makeup applications before their weekend plans, and are a boon to platforms such as Glamsquad, Priv and Manicube that are proliferating to provide those services on demand at offices, homes and hotels.
“We definitely see an influx of in-office bookings during the summer months when women are starting their weekends early and trying to look glamorous going into those weekends,” said Kelli Bartlett, director of makeup artistry at Glamsquad. She noted lunch appointments are particularly popular, but women elect for their weekend-ready beautifying before they head to their offices on Fridays as well.
The embrace of beauty treatments as pre-weekend Summer Friday activities is occurring as the executive ranks are diversifying, spurring an evolution of employee-bonding pursuits away from principally male-driven options like golf. To suit office environments, Glamsquad has developed services such as nail polish changes, dry hairstyling and makeup touch-ups that won’t disturb coworkers who are wrapping up assignments.
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“The trend of women getting ready for an important occasion has really translated to the workplace,” said Bartlett. “Although maybe more traditional or male-dominated companies in the past may have not been that accommodating to it, I think there has been a shift because we do see this happening, and they are more receptive to it.” Companies including American Express, Hearst, Condé Nast, Facebook, Warby Parker and Bonobos have held what Glamsquad calls “makeover takeovers” to pamper employees.
Bartlett speculated braids would be highly requested for women hitting the beach on the weekends this summer. “The braids have lots of texture. They’re really about undone, Bohemian beauty and aren’t so polished,” she said. She also conjectured bold lipsticks, specifically orange-reds, would be prevalent on pouts. “They add visual pops of interest when you are rocking sunglasses,” said Bartlett, elaborating that braiding and lipstick touch-ups inside offices “don’t require any set-ups. They are fast, and they are high-impact, so you see the glam effect really quickly.”
For New Yorkers who’d rather save their beautification until after they’ve left the city for the weekend, Glamsquad travels to the Hamptons for the summer. “We really see it as a way to deepen our relationship with our clients,” said Bartlett. “Although it is not the largest business for us out of the cities we do, it is some of our most engaged clients and some of our biggest VIP’s, so we always want to be there for them.”