Dyson's game-changing styling tool reinvents the curling iron by using air rather than extreme heat to set the style.
Product concept
Just like the Supersonic hairdryer, the Airwrap uses a tiny version of Dyson's V9 motor that runs at 110,000 rpm to blast air at high speed.
The curler and brush heads attach to the top. The rush of air over the surface of the head creates the 'Coandă effect', which naturally pulls the hair closer.
Trend
In the UK, 64% of electrical device / appliance users would rather use an electrical device (eg curling iron) than a non-electrical one (eg rollers), while 58% try to limit use of electrical devices because of damage concerns. The Airwrap uses heated air but never heats beyond 300°F.
The multipurpose trend has proved popular in hair styling and the AirWrap helps consumers complete a shorter, two-step process (blowdry and curler), thus minimising damage.
Launched in October 2018 in the UK/US, $499.99
Source: Lightspeed/Mintel Base: 1,228 internet users aged 16+ who have used an electrical beauty device or appliance as part of
their beauty/grooming routine in the last 12 months
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