Drybar® brand’s San Antonio team, led by franchisee owner Cynthia Maxwell, recently hosted an unforgettable event to celebrate the launch of the Hulu series Secret Lives of Mormon Wives and the collaboration with Drybar. The event showed how a creative, well-executed Local Store Marketing (LSM) initiative can turn a national partnership into authentic community connection and real growth for the business.
Cynthia and her team wanted to move beyond simply supporting the partnership with the print and social materials provided by the Support Center. They created an experience that felt powerful and organic, bringing influencers into the space to share the story in a way that was authentic and engaging. “Influencers are storytellers and cultural connectors,” Cynthia said. “When they engage with our brand in a live, curated setting, they become advocates, helping their audiences feel what we’re all about.”
This approach focused on turning collaboration into impact and content into connection. With a clear vision and a passionate team, Cynthia executed the event quickly and seamlessly. She credits this to the team’s commitment and energy, noting that they “move with purpose, passion and precision” to bring ideas to life.
Drybar San Antonio hosts influencer events like this at least twice a year. These events have become a signature part of the brand’s approach to engaging with the community and keeping the experience fresh and authentic. Influencer marketing builds trust and extends the brand’s reach in ways that go beyond social media, blending digital content with real, in-person experiences that resonate deeply with guests.
Cynthia shared three key elements that made the San Antonio event stand out:
- A show-stopping photo moment designed to be shared and remembered
- Elevated drinks that added celebration and style
- Thoughtful, personalized details that made every guest feel special
She explained that these touches turn attendees into brand advocates and create memories that last. “We believe the magic is in the details,” Cynthia said.
Events like this also strengthen team relationships and bring the brand’s values to life in meaningful ways. Drybar San Antonio marketing approach shows that the best marketing begins with creativity, care and a genuine connection to the people you serve.
