How a British vacuum cleaner company has almost single-handedly transformed the way we dry our hair and become one of the biggest, hottest luxury brands in beauty
Straight off a red-eye flight from New York to London, I stare out of my taxi window and watch as the view turns to the countryside—specifically Malmesbury, England, the home of Dyson’s U.K. office. I explain to my driver that I’m in town to preview a new product: the at-the-time unreleased Supersonic Nural hair dryer. “My wife loves her Dyson hair dryer!” he exclaims. “Everyone in England has a Dyson vacuum in their home.
“It was a wonderful surprise,” Dyson says of the brand’s success within the hair category. “Vacuum cleaners are great for conversation at dinner parties, but people get much more excited about beauty products.”Salon stylists quickly adapted to using Dyson tools but reported issues with cleaning the filter of the original Supersonic—an integral part of a well-oiled hair dryer.
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