Dyson is entering the personal care category with the launch of its first hair care tool, the Dyson Supersonic hair dryer.
The hair dryer is powered by a new, patented digital motor, which the company said is its smallest, lightest and most advanced digital motor to date. It features intelligent heat control, which is said to help ensure hair isn’t exposed to excessive heat and never goes above the temperature selected. A glass bead thermistor measures the temperature 20 times a second and transmits this data to a microprocessor, which controls the double-stacked heating element.
The hair dryer also features Dyson’s air multiplier technology to draw air into the motor and amplify it to create a high pressure, focused jet of air, angled at 20-degrees for controlled, precise drying and styling.
The dryer offers four heat settings, three airflow settings and a cold shot. It also includes three magnetic attachments to further control airflow: a styling concentrator, smoothing nozzle and diffuser. The attachments feature heat shield technology, which allows them to remain cool to the touch.
James Dyson, company founder, said, “Hair dryers can be heavy, inefficient and make a racket. By looking at them further, we realized that they can also cause extreme heat damage to hair. I challenged Dyson engineers to really understand the science of hair and develop our version of a hair dryer, which we think solves these problems.”
The company also partnered with celebrity hair stylist, Jen Atkin, who will serve as the official U.S. ambassador of the Dyson Supersonic hair dryer. Atkin said, “I’m a lover of innovation and new technology, and the Dyson Supersonic hair dryer is just that. The motor is much smaller but still very powerful, so I can dry hair quickly and it feels light in my hand. Plus the aesthetic is so gorgeous.”
The Dyson Supersonic hair dryer will launch exclusively at Sephora this fall with a suggested retail price of $399.