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The Dyson Airstrait revolution

Adriana Motta
Jul 11, 2023
2 min read

Updated: Mar 14

The Dyson Airstrait is a revolutionary hair straightener that uses high-pressure airflow rather than traditional hot plates to straighten hair from wet to dry in a single step. The styling tool features precision-engineered airflow channels that create tension and control as hair passes through, resulting in a straight, smooth finish.

Pink and white hair straightener and curler on a plain background, showing both open and closed positions. Sleek design and shiny finish.

Product innovation

The core innovation is Dyson's trademarked airflow technology that generates high-velocity, precisely directed air streams from dual 1.5mm apertures. These channels create a phenomenon Dyson calls "the Coanda effect," which helps align hair strands in parallel formation as they dry. The device incorporates intelligent heat control, measuring air temperature over 1,600 times per second to prevent heat damage.

Two women styling hair with straighteners. One with long blonde hair, the other with dark shoulder-length hair. Monochrome setting.

The Airstrait addresses significant consumer pain points around heat damage from traditional straighteners and the time-consuming multi-step process of drying then straightening. Its competitive advantage lies in reducing overall styling time by up to 45% while minimising heat exposure by an average of 60°F compared to conventional straightening methods. The technology is particularly beneficial for consumers with fine to medium hair concerned about heat damage.

The new-product development of the Airstrait involved over 7 years of research, 375 patents and pending applications, and testing on over 1,600 miles of hair.

According to their website: 'Dyson's engineers conducted extensive research into hair science, including microscopic analysis of how different hair types respond to tension, heat, and airflow. This research led to the development of a completely new approach to straightening that fundamentally rethinks the process.'

Beige and pink hair straightener shown from side and front views. Sleek design on white background. No text or patterns visible.

Trend

The product aligns with what NPD Group identified as the "hair health prioritisation" trend, with their data showing a 23% increase in consumer spending on heat protection and damage repair products between 2020-2023.

According to a Mintel report on Hair Styling Tools (2023), 67% of consumers expressed concern about heat damage from styling tools, with 78% indicating willingness to pay more for tools that could reduce such damage.