. >> ali webb, owner of dry bar where people can go to get their hair blown out dealt with this sameype of attitude adjustment. while most people get their hair done only when it gets cut or for a very special education, ali had a different idea. >> i wanted to change that and made it an affordable luxury and make it something you could do once a week. >> these three women are turning luxuries into necessities for their businesses to work. they have had to create a market. let people know that good makeup and hair isn't something that you want. it is something you need. both companies are growing. so how have they done it? >> well, first and foremost, it starts with price. from their research and because they are personally the target, steffi and allison knew that women loved getting beauty services but they aren't really willing to pay the steep price to do it often. >> when we were looking at the market, we did notice that there were ways that you could get your makeup done but it was really costly. having somebody come to your home is a couple hundred dollars at least, a minimum.