Inside The Success Of Dyson Hair—And Its Decision To Redesign The Bestselling Airwrap Tool

Courtesy of Dyson

When Dyson, the British know-how firm lengthy identified for revolutionizing vacuum cleaners, first introduced that it might enter the world of haircare, it was met with not solely shock and awe but additionally loads of doubt. Its first launch, a hand-held hair dryer, got here with guarantees to be lighter, quieter, and simpler on hair than others available on the market—however on the steep worth of $400, magnificence trade leaders and specialists have been skeptical that the device would discover a broad sufficient clientele.

When the corporate launched the Dyson Supersonic in 2016, nonetheless, it rapidly proved the naysayers fallacious. With rave opinions on-line and throughout social media, the hair dryer turned an prompt success, and regardless of its excessive price ticket, booming gross sales rapidly adopted. Two years later, it launched the Dyson Airwrap, an all-in-one styler that might curl, wave, clean, and dry hair with out using excessive warmth. The device bought out nearly instantly and inside just a few weeks, had a waitlist of greater than 130,000 individuals, all ready at hand over $549 for the gadget. In 2020, the corporate launched the third device in its haircare trifecta: the $499 Dyson Corrale, its tackle a hair straightener.

But Dyson’s immense success within the hair house, nonetheless shocking to outsiders, is not any accident; moderately, it’s the product of years of labor and sizable funding. “It didn’t simply begin with the launch of the Supersonic,” says Dyson Reliability Engineer Kate Craft. “We’ve been researching hair for greater than a decade and have invested over £100 million into laboratories all over the world.” While the launch of the hair dryer six years in the past put Dyson on the haircare map as a formidable chief within the house, its efforts have solely expanded since then. “We’ve continued to analysis and develop instruments to fulfill our mission: merchandise for each hair sort, each fashion, with much less injury,” Craft explains. “And right this moment, there are over 6,000 engineers, scientists, and stylists working inside Dyson globally to assist drive this mission ahead.”

And whereas most manufacturers who generate famously lengthy waitlists would possibly use continued excessive demand as a purpose to cease innovating, Dyson has completed simply the other—particularly on the subject of its bestselling device. More than three years after its debut, in 2021 the Airwrap had over 100,000 individuals nonetheless ready for his or her probability to purchase one and 4 bought each minute, however that didn’t cease the producer from redesigning the styling gadget. “That’s simply who we’re! At Dyson, we’re by no means happy with our previous successes, and we champion innovation,” Craft says. “We are consistently striving to ship a greater expertise throughout all our Dyson know-how and the Dyson AirwrapTM multi-styler is not any exception.” Customers needed extra versatility and the power to fashion several types of hair, so since its launch in 2018, the corporate has labored to handle these considerations and make the Airwrap fashion quicker, extra versatile, and simpler to make use of.

Courtesy of Dyson

During this time, Dyson has taken into consideration person suggestions on the place the Airwrap may enhance and has refined its attachment know-how to spice up efficiency with enhanced Coanda airflow, the place when propelled on the proper pace and strain, air naturally follows an adjoining floor. “We’ve fully redesigned the pre-styling dryer as a 2-in-1 attachment, now often known as the Coanda smoothing dryer,” Craft notes. This new attachment has two modes that may simply be switched through the rotating cool tip. When in drying mode, a concentrated jet of air helps to pre-dry hair earlier than styling with different attachments, and as soon as dry, customers can change to the brand new Flyaway attachment, a beloved characteristic borrowed from the Supersonic. The barrels have additionally been redesigned to twist hair in each instructions with a single barrel, a notable change from the switching of barrels that was required within the first Airwrap. And to accommodate longer hair lengths and permit for extra hair to be curled in every go, what was beforehand often known as the lengthy barrel is now the usual barrel size.

The new design, which launched on June 2, moreover includes a new broad tooth comb attachment that was particularly designed for curly and coily hair to assist size or tease out curls earlier than styling. “This comb was designed with consolation in thoughts, no sharp edges to catch in your hair, optimized tooth spacing to permit for sufficient pressure and root entry,” Craft provides. The second technology Aiwrap is out there on Dyson’s web site and thru its retail companions for $599, and it’s already eliciting the identical spectacular buyer response as the primary iteration.

With this redesign, Dyson hopes to proceed setting the usual for the haircare trade, a aim it’s had from the very begin. “We believed in our know-how from the start, but it surely’s truthfully unimaginable the success we’ve had since launching the Supersonic in 2016,” Craft says. “We may by no means have imagined how cherished this product could be once we launched in 2018, and this next-gen is our greatest performing Airwrap but, so I anticipate this launch will ellipse the success we had then.”

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