Dyson, Maker of Your Dream Vacuum, Is Entering the Beauty Space
By Carolyn Hsu |
Vacuum cleaners do not fall under the category of riveting conversation topics—far from it. But mention the word "Dyson" and the mood instantly changes. People get excited, eyes light up, and phrases such as “I want one!” “my life goal” and “obsessed with mine” seems to roll off of everyone's tongue. It’s a phenomenon I’ve repeatedly observed, from my coworkers to my girlfriends and even strangers.
If Dyson can get women that excited
over a vacuum, imagine what it’s setting out to do with its newest and greatest
invention, the hair dryer. The brand is bursting into the beauty space, and the
only thing quiet about it is the sound the dryer makes. In Tokyo today, Dyson
launched its first-ever hair dryer, the Supersonic, and it looks and works
nothing like your standard dryer.
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For one, the motor and the filter of the dryer are located in the handle, a design that makes it more comfortable to hold and use, easier to clean and allows the dryer to have a much shorter barrel, therefore saving counter and storage space. The design is possible due to a very small yet powerful digital motor that’s unique to Dyson, combined with the brand's proprietary air-flow technology. The dryer also features a control sensor that never allows it to go above a certain temperature. At a recent demo, a Dyson spokesperson explained that when a hair dryer nozzle is held up against a brush, it further heats the air, increasing the likelihood of heat damage. Dyson’s dryer is designed so that heat temperature is always controlled, even in situations that would make traditional dryers get hotter.
When Dyson launches the dryer in the U.S. market in September, there will be a very familiar face to help promote the product—celebrity stylist Jen Atkin. “If you know anything about me, you know I'm a lover of innovation and new technology, and the Dyson Supersonic hair dryer is just that. The motor is much smaller, but still very powerful, so I can dry hair quickly and it feels light in my hand. Plus, the aesthetic is so gorgeous,” Atkin said in a press release.
The Dyson Supersonic will launch exclusively at Sephora this fall and retail for $399.