Dyson targets hair beauty market with $500 styling tool
LONDON, Oct 10 (Reuters) - British vacuum-cleaner maker
Dyson is making a second push into the high-end beauty market
with a $500 hair styling tool that it has engineered to create
curls, waves and smooth blow dries without extreme heat.
The Dyson Airwrap Styler harnesses a phenomenon known as the
Coanda effect, whereby a high-speed jet of air attaches itself
to a surface, to curl, wave or smooth hair, Dyson said.
The company, which was founded by entrepreneur James Dyson
in the 1990s to make his revolutionary bagless dual-cyclone
vacuum cleaners, is one of Britain's most successful
manufacturing start-ups of the last three decades.
It reported an annual profit of more than 801 million pounds
($1.05 billion) last year on 3.5 billion pounds of sales of
products like its air purifiers and its battery-powered
Dyson entered the hair market two years ago with a dryer
powered by one of its digital motors. The Supersonic dryer -
which is priced at $399 - had been a "runaway success", it said.
"We have been obsessively manipulating airflow for more than
25 years," James Dyson said on Wednesday.
"Harnessing the power of Dyson's digital motor we have
engineered a unique styling tool which prevents extreme heat
damage when styling."
Dyson, which is working on its first electric vehicle, said
it had taken six years and 24 million pounds ($31.4 million) to
develop the Airwrap Styler.
The Airwrap will be available in two variations priced at
399.99 pounds in Britain and $499.99 in the United States, or in
one package that includes all accessories for 449.99 pounds or
($1 = 0.7645 pounds)
(Reporting by Paul Sandle; editing by Emelia Sithole-Matarise)
© 2019 Thomson Reuters. All rights reserved. Reuters content is the intellectual property of Thomson Reuters or its third party content providers. Any copying, republication or redistribution of Reuters content, including by framing or similar means, is expressly prohibited without the prior written consent of Thomson Reuters. Thomson Reuters shall not be liable for any errors or delays in content, or for any actions taken in reliance thereon. "Reuters" and the Reuters Logo are trademarks of Thomson Reuters and its affiliated companies.