Dyson really isn’t the first company to provide ultra-expensive hair sprays, but it is the first that deciphered the mainstream in a meaningful way, because of the brand’s belief of mystique and its own skill in getting its products into the proper hands. For many years, Babyliss has provided. In 2010, it cost $400 (versus the more typical $35 to $150 for a regular drier ); today it is significantly less than $200. But this has ever been niche.
Dyson’s biggest pricey competitor since it’s launched has arguably been The hair Drier wars. Josh is a celebrity and style hairstylist who’s worked with Vogue along with a great deal of celebrities, including Jennifer Garner along with Gwyneth Paltrow. He released his trademark mint green drier in 2013 for $300. It had been faster and lighter than anything and loved by beauty editors and experts alike. The initial goes for $249. The brand introduced an version after the first Dyson started.
The Harry Josh dryer is still in limited retail supply, but the Dyson can be found more widely at Sephora, Ulta, Nordstrom, Best Buy, and Bed Bath & Beyond and has spread outside a small, faithful viewers.
Minding the power of celebrity and social websites
Dyson comprehends the aspirational nature of the beauty industry and has been strategic about getting its resources to the appropriate hands. Early on, it succeeds with hairstylist Jen Atkin, who is the founder of this Ouai line of hair care products.
Atkin includes 2.5 million Instagram followers, a number she gathered partly because of the famous and social media-savvy clients such as Chrissy Teigen and assorted Kardashian-Jenner and Hadid sisters. She shares pictures of her clients and the hair drier . Considering regramming and the sharing, as well as that the Dyson, the dryer soon became known. This is a common practice with cosmetics and hair care manufacturers for many a long time. The brands work with artists, then send the beauty press detailed breakdowns of red-carpet seems, complete with specific product information, which wind up in tales such as that one and, manufacturers hope, will convince customers to buy the lipstick that Janelle Monáe wore that time.
It is less common for tool companies to do so because while it is possible to swipe lipstick on yourself pretty easily to”get the look,” a red-carpet hairdo demands the experience of a stylist; the tool is not the sole consideration. But Dyson did it.
With this year’s Met Gala in May, hairstylists utilized Dyson dryers on Kim Kardashian West, Rihanna, Cardi B, Kendall Jenner, Bella Hadid, Evan Rachel Wood, and Solange Knowles. At the Golden Globes in January , they have been utilized on Claire Foy Emma Stone, also Gal Gadot. Press releases were sent around after these events.
The drier also made it in an Instagram Lady Gaga submitted of herself before her operation in the 2017 Super Bowl, although that seems to have been a natural and inadvertent shoutout to the drier. The brand does not share its earnings data, but that surely raised awareness.
This time the Dyson dryer went viral because of a chicken
The strangest and most beautiful portion of the brand’s journey to stardom came in May. The food correspondent of the New Yorker, helen Rosner, tweeted a picture of her Dyson dryer being pointed by herself . The caption read,”Happy Spring day, I am using an astonishingly expensive hair drier to eliminate all moisture out of a chicken to make the most of the skin crispiness when I shake it”
The picture went viral, even prompting Rosner to compose a complete post on the clinic to explain that she wasn’t, in reality, using the drier to cook the poultry.
As The Verge meticulously documented, a full news cycle ensued. The media, food media, and attractiveness press all covered. And the focus was adored by Dyson:
So is the Dyson hair dryer worth it?
This is the question everyone asks. In my experience, it is more comfortable, and much better to carry, compared to any other hair dryer I’ve tried — as it had been my job for a beauty editor, and I’ve tried a great deal. (Disclosure: The newest sent me for free as it launched a couple of years ago.)
When mine broke, I would pay whole price for a different person, and, really, I have considered buying the white version because I like it better than the fuchsia one I have. However, just like with any buy, value and worth are subjective, as Rosner notes.
“The Dyson does exactly what I want it to do — it is faster and quieter than any other dryer I’ve used, that is valuable to me, because I worry about hearing loss — and while it was not just an impulse buy, its cost didn’t put me in a place of hardship. So for me personally, it was worthwhile,” she informs me via email. “But for somebody who may have another relationship with their bank accounts, it may not be. There are not many things in life that are really worth going into debt for, and a hair dryer — even a good one — entirely isn’t among them.”
People inherently pass judgment on matters used by a female cohort, particularly when it’s regarded as something for vanity. Lizzie Plaugic pointed out in her Verge article, also it is expounded on by Rosner.
“I find it indescribably annoying that it is considered frivolous for a person to spend a couple of hundred bucks to get the greatest possible model of a thing which she uses each and every moment. How many people have a 500 handbag that they’ve just carried half a dozen occasions, or an $800 camera that only comes out once per year for holidays?” She says. “Even the Dyson vacuum is regarded as an aspirational product — something people covet! And it’s even more expensive than the hair drier!
Dyson himself is absolutely unapologetic about the purchase cost point. He told me in an interview,”I do not plan down to a cost. I design what I believe is. Naturally, that is not a really commercial mindset because it costs quite much to create.”
Covering the dryer in gold doesn’t affect the way that it works; it is merely gilding the lily (or the hair application, in this instance ). However, for a commodity whose rise has relied heavily on social networking, that additional can not hurt.