By introducing the pistol-grip dryer – an affordable way to do the job faster and more effectively – and improving it to meet their customers’ demands, this little family-owned Brooklyn company started a major revolution in America’s salon industry. Lee introduced an exciting new version of his pistol-grip hair dryer at a beauty show in Puerto Rico. Everyone there was drawn to the bright yellow color of the dryer and dubbed it the Yellowbird. Today the Yellowbird, still a
favorite of professionals, is an American icon, and remains one of the company’s best selling dryers. Lee had his bird in the hand! The company’s growing reputation as a leader in the professional haircare category gained Lee entry into the consumer market. He knew his customers, and knew that the consumer wanted what the professional had. With the pistol-grip dryer being used in so many beauty parlors, consumers knew it was out there. At Rizzuto’s urging, the company’s salesman – there was only one at the time – attempted to sell the W060 pistol-grip dryer to Macy’s in New York City. Macy’s said no two or three times, but persistence paid off and the legendary New York City store finally agreed to take twelve dozen dryers. The dryers sold out as soon as they hit the shelves. Lee had known if he won over the professional, the consumer would follow.
Lee introduced the newest version of his pistol-grip hair dryer at a beauty show in Puerto Rico. Everyone was drawn to the new, bright yellow color of the dryer and dubbed it the Yellowbird.