Tech-minded Delaware salon Currie is launching a rebrand, aiming for a more diverse clientele

How does a salon from the ’90s stay on top in the 2020s? If you’re Currie Hair Skin Nails, it’s with technology, interactivity and diversity.

Currie, now a nationally recognized day spa with five locations in Northern Delaware and Southeastern Pennsylvania, was an early adopter of digital technology, including iPad kiosks and an app.

Randy Currie, who founded the business in 1990, also launched the podcast PRONTO: Conversations of Life with Vincenza Carrieri-Russo, director of Miss Delaware USA, in 2022.

The last element, diversity, has been a bit of a challenge, says Currie brand manager India Sage.

“One of the things that they’ve been struggling with is being able to break into markets outside of their current demographics,” she said. “A lot of people in the area knew about the company, but they didn’t necessarily know if it’s an inclusive place. Because right now if you look at the website, it doesn’t reflect a diverse range of people. Now I want that to reflect our community.”

That’s why a forthcoming Currie website, part of a larger rebrand, will feature more diversity, aiming to attract the city’s professionals of color in addition to its current clientele by showing that the salon has people on staff who can work with different hair textures and skin tones.

Of course, a new website and a rebrand won’t do much if people don’t know about them, so Currie is launching an ad campaign as well, featuring a summer-themed commercial produced by Delaware-based Prevail Studios.

All of this will launch at DECO on June 12 at 5 p.m., next to Currie’s DuPont Building location. That downtown location opened during the pandemic with a small ribbon cutting by the mayor, so the rebrand and campaign launch will also invite the public to check out the location with a tour, on-the-spot massages and consultations for the wide range of services provided.

While Currie brings jobs in the high-end beauty industry to Delaware, as a tech-minded business, it also has a need for tech professionals. Its next upgrade: a new app.