A study in hair
hair care
A Study
cutting edge
Engineering & Testing
Background
Dyson Limited, a pioneering British technology company, specializes in crafting innovative, contemporary, and exceptionally functional products for both home and office environments. From vacuum cleaners and air purifiers to heaters, hand dryers, hairdryers, and fans, Dyson offers a diverse range of cutting-edge solutions.
In the span of three decades since its establishment in 1991, Dyson has achieved remarkable growth, propelling itself to the forefront of the consumer discretionary products industry. This ascent is particularly evident in its Hair Care appliances, where Dyson has established a significant influence. Fifteen years ago, such a dominance might have seemed improbable
Problem
How to develop an approach to entering the hair care market and what are the largest problems that need to be solved. Prior to its initial launch, Dyson recognized the need for a hand-held hair dryer that would surpass existing models in terms of weight, noise level, and hair-friendliness. Following the completion of the discovery phase, which involved collaboration with industry leaders and experts, the challenge was to devise a solution that would cater to a broad spectrum of consumers.
The Study
Throughout numerous years, we conducted surveys and focus group tests on over five hundred products within the industry. By engaging with various influential figures in the hair care sector through focus groups, we gained valuable insights into their dissatisfaction with existing tools and endeavored to devise solutions to address these issues. After extensive experimentation, the investment of several products, and an expenditure of 100 million pounds over a decade, Dyson’s efforts yielded crucial insights. The study, conducted with 23,000 respondents across 23 global markets[2], unveiled that 70% of individuals perceive their hair to be damaged. Their primary concerns revolved around dandruff, hair loss, and greying hair. Interestingly, an almost identical percentage (67%) believe their hair to be healthy despite acknowledging its damaged condition. Notably, respondents from the Americas are most likely to perceive their hair as healthy (80%), followed by EMEA (68%) and APAC (58%).
Testing
For a span of four years, our engineers dedicated themselves to finding a solution that would create a lighter, quieter, and more powerful tool. This pursuit led to the development of our most advanced digital motor yet—the V9—which required the collaborative efforts of a 15-member team for its design. Crucially, this motor was integrated into the handle of the dryer rather than the head, enhancing ergonomics by alleviating wrist strain and enabling easier access to the scalp.
In addition, the airflow received a significant boost through the utilization of “Air Multiplier” technology. This innovation produces a precisely angled, high-pressure jet of air—optimized for styling and drying—at 20 degrees. Addressing the acoustic challenge was equally pivotal, ultimately inspiring the name ‘Supersonic’ for the dryer. Our engineers manipulated the sound frequency to render it virtually imperceptible to the human ear, effectively eliminating disruptive noise
we are ready to pamper you
Solution
Dyson unveils the findings from its comprehensive global hair study[1], delving into consumer perspectives, worldwide hair profiles, perceptions of hair health, and styling routines. Central to our research and development is the comprehension of diverse hair types and the promotion of hair vitality.
The reception from the press upon the launch of the Supersonic was unparalleled. Within just one month of its release, it had already claimed the title of the best-selling hair dryer in the UK, as reported by Dyson. Presently, Dyson’s hair tool lineup encompasses three offerings, all underscored by a shared commitment to prioritizing hair health, beginning with precise heat control. With the capability to gauge heat in microseconds, our tools provide optimal control while minimizing potential damage.
