Beauty inside

Inside Dyson Hair’s success and its decision to redesign the best-selling Airwrap tool

When Dyson, the British technology company long known for revolutionizing vacuum cleaners, first announced that it would enter the world of hair care, she was not only shocked and amazed, but also full of doubts. Its first launch, a handheld hair dryer, promised to be lighter, quieter and gentler on the hair than others on the market, but at the hefty price tag of $400, industry leaders and experts beauty industry were skeptical that the tool would find a large enough customer base.

When the company released the Dyson Supersonic in 2016, however, it quickly proved the naysayers wrong. With rave reviews online and on social media, the hair dryer became an instant hit and, despite its high price tag, booming sales soon followed. Two years later, he launched the Dyson Airwrap, an all-in-one styler that could curl, wave, straighten and dry hair without using extreme heat. The tool sold out almost immediately and within weeks there was a waiting list of over 130,000 people, all waiting to hand over $549 for the device. In 2020, the company launched the third tool in its hair care trio: the $499 Dyson Corrale, its version of the hair straightener.

But Dyson’s huge success in the hair space, surprising as it is to outsiders, is no accident; rather, it is the product of years of work and considerable investment. “It didn’t just start with the launch of the Supersonic,” says Kate Craft, reliability engineer at Dyson. “We have been researching hair for over a decade and have invested over £100m in labs around the world.” While the hair dryer’s launch six years ago put Dyson on the hair care map as a formidable leader in the space, its efforts have only expanded since then. “We continued to research and develop tools to fulfill our mission: products for every hair type, every style, with less damage,” says Craft. “And today, more than 6,000 engineers, scientists and designers work within Dyson around the world to help drive that mission forward.”

And while most brands that generate reputedly long waiting lists could use continued high demand as a reason to stop innovating, Dyson has done the exact opposite, especially when it comes to its best-selling tool. More than three years after its debut, in 2021 the Airwrap had more than 100,000 people still waiting for their chance to buy one and four sold every minute, but that hasn’t stopped the manufacturer from redesigning the device from style. “It’s just who we are!” At Dyson, we are never satisfied with our past successes and we stand for innovation,” says Craft. “We are constantly striving to deliver a better experience across all of our Dyson technology and the Dyson AirwrapMT the multi-styler is no exception. Customers wanted more versatility and the ability to style different hair types, so since launching in 2018 the company has worked to address those concerns and make the Airwrap style faster, more versatile and easier to use. .

Meanwhile, Dyson has taken user feedback on areas where the Airwrap could improve and refined its attachment technology to improve performance with improved Coanda airflow, where when propelled at the right speed and pressure, air naturally follows an adjacent surface. “We completely redesigned the pre-styling dryer as a 2-in-1 accessory, now known as the Coanda smoothing dryer,” notes Craft. This new accessory has two modes that can easily be switched via the rotating cold tip. In drying mode, a concentrated jet of air helps pre-dry hair before styling with other attachments, and once dry users can switch to the new Flyaway attachment, a beloved feature borrowed from the Supersonic. The barrels have also been redesigned to curl hair both ways with a single barrel, a noticeable change from the barrel change that was required in the first Airwrap. And to accommodate longer hair lengths and allow more hair to be curled each time, what was previously known as the long barrel is now the standard barrel length.

The new design, which launched on June 2, additionally includes a new wide-tooth comb attachment specifically designed for curly and frizzy hair to help lengthen or detangle curls before styling. “This comb was designed with comfort in mind, with no sharp edges to snag on your hair, optimized tooth spacing to allow for proper tension and root access,” adds Craft. The second-generation Aiwrap is available on Dyson’s website and through its retail partners for $599, and it’s already garnering the same impressive customer response as the first iteration.

With this redesign, Dyson hopes to continue setting the standard for the hair care industry, a goal it has had since the very beginning. “We believed in our technology from the start, but it’s truly amazing how successful we’ve been since launching the Supersonic in 2016,” says Craft. “We never could have imagined how loved this product would be when we launched in 2018, and this new generation is our highest performing Airwrap yet, so I anticipate this launch will undo the success we had then. “