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The Brief
Published: 1 Nov 2018

Dyson’s Latest Beauty Tool Streamlines Styling

Dyson’s latest beauty innovation offers multiple hair-tool functions in one device – negating the need to buy separate options on the market. The brand’s key objective is to help customers save time with a more equipped gadget than its competitors.

The British home electronics brand has launched the Airwrap Styler, which can dry, curl, wave and smooth tresses with six attachments. Tapping into the multifunctional tech trend, the hybrid tool caters to consumer demand for time-saving solutions.

Simplifying an often-lengthy routine, it combines the effects of curling tongs and blow dryers into one device, streamlining the hair-styling process. With the curling tong attachment, for example, jets of air gently draw the hair to the rod and wrap it around. It acts like a magnet, as consumers simply have to hold the device over the area they’d like to style. 

The website currently offers two sets with pre-made attachments, or the option to buy the device with all six attachments. In addition, Dyson has also provided a bespoke way of finding the ideal attachments for different hair types with an online adviser, allowing consumers to explore a range of options for unruly, frizz-prone locks and flat tresses.

We predict consumers will demand more multifunctional devices to help condense everyday routines; about 18% of US personal-care users wish getting ready was less time-consuming (Mintel, 2016).

For more on the latest haircare and beauty tech trends, see Product Projections 2018: Hair, 10 Tech Trends to Watch in 2018 and Beauty Tools 2018.

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