Dyson De­vel­ops $500 Hairstyling Tool Air­wrap

WWD Digital Daily - - News - BY ELLEN THOMAS

When it comes to the beauty busi­ness, Dyson isn’t stop­ping at blow-dry­ers.

The U.K.-based firm — known for its vac­u­ums and Oprah’s fa­vorite fan — splashed onto the beauty scene in 2016 with the launch of the Su­per­sonic, a $399 blow-dryer pow­ered by Dyson’s pro­pri­etary tech­nol­ogy — the most ex­pen­sive on the mar­ket to date. Two years later, the com­pany is back with its sec­ond beauty launch — the Dyson Air­wrap styler, which comes in three vari­a­tions with prices rang­ing from $499.99 to $549.99. Yes, that’s more ex­pen­sive than the Su­per­sonic.

The Dyson Air­wrap is a mu­ti­hy­phen­ate tool de­signed to achieve a va­ri­ety of curled hair and smoothe­d­out looks with­out ex­treme heat dam­age. The Dyson mo­tor that pow­ers the Air­wrap uses air to style the hair, in­stead of high lev­els of heat, and can be used on wet hair — a no-no for most hair tools.

The Air­wrap’s three vari­a­tions are de­signed around hair types. The less ex­pen­sive mod­els — the Vol­ume +

Shape for fine hair and the Smooth + Con­trol for frizz-prone tex­ture come with four at­tach­ments each, in­clud­ing a pre-styling dryer that works like a Su­per­sonic for rough-dry­ing. The Vol­ume + Shape in­cludes two brushes and a bar­rel at­tach­ment, and the Smooth + Con­trol comes with two sizes of bar­rel at­tach­ments and a firm brush to straighten while dry­ing. The Air­wrap Com­plete set re­tails for $549.99.

While the Su­per­sonic launched in Asia in 2016 be­fore com­ing to the U.S. later that year, the Air­wrap is set to launch in the U.S. first on Dyson’s e-com­merce site. It will be­come avail­able for pur­chase on Tues­day night and start rolling out to re­tail­ers, in­clud­ing Sephora, shortly af­ter.

Com­pany ex­ec­u­tives are hop­ing the Air­wrap can build on the mo­men­tum of the Su­per­sonic, which now comes in an as­sort­ment of col­ors — in­clud­ing a new gold-leafed style — and a pro­fes­sional ver­sion, and has en­tered the com­pany into the world of beauty re­tail­ers, from Sephora and Ulta to the Bergdorf Good­man beauty floor. The com­pany is also un­con­cerned about the price tag be­ing a turn-off for cus­tomers, not­ing that the Su­per­sonic tool has re­ceived pos­i­tive re­views on­line.

Said Tom Craw­ford, global cat­e­gory di­rec­tor for per­sonal care at Dyson:

“We didn’t know how we’d be re­ceived by the world of beauty and fash­ion, so it’s been hum­bling for us to launch [the Su­per­sonic] and see that sales are still very much grow­ing.”

The com­pany’s pricy new hair tool — its sec­ond beauty launch — is said to style with­out heat dam­age.

Dyson’s Air­wrap Com­plete.

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