Dyson really isn’t the first company to offer ultra-expensive hair sprays, but it is the very first that deciphered the mainstream in a meaningful manner, as a result of the brand’s impression of mystique and its skill in getting its products into the right hands. For decades, a hair dryer that boasts a Ferrari motor has been provided by Babyliss. In 2010it really cost $400 (versus the more typical $35 to $150 for a regular dryer); today it is significantly less than $200. But this has always been niche.
Dyson’s biggest pricey competitor since it’s launched has arguably become the Harry Josh dryer. Josh is a celebrity and style hairstylist who’s worked with Vogue and a great deal of actors, including Gwyneth Paltrow and Jennifer Garner. He also released his signature mint green dryer in 2013 for about $300. It had been lighter and quicker than anything on the current market, and loved by beauty editors and pros alike, The hair Drier wars. The initial now goes for $249. The brand introduced an even milder version after the Dyson started.
Minding the power of social and celebrity media
Dyson knows the aspirational nature of the beauty industry and has been tactical about getting its resources into the right hands. Early on, it succeeds with hairstylist Jen Atkin, who is the founder of the uber-popular Ouai line of hair care solutions.
Atkin includes 2.5 million Instagram followers, a few she amassed partially because of the famous and societal media-savvy clients like Chrissy Teigen and assorted Kardashian-Jenner along with Hadid sisters. She shares pictures of her customers and the hair dryer . Together with regramming and the sharing, as well as the inherent Instagram-friendliness of the Dyson, the drier became known. This is a frequent practice with cosmetics and hair care brands for several a long time. The brands work with artists, then deliver the attractiveness press comprehensive breakdowns of red-carpet appears, complete with specific product information, which wind up in tales such as this one and, brands expect, will convince customers to purchase the lipstick which Janelle Monáe wore that particular time.
It’s less common for instrument organizations to do so because while you’re able to swipe a lipstick on yourself fairly readily to”capture the appearance,” a red-carpet hairdo requires the experience of a stylist; the tool is not the only consideration. However, Dyson did it. In the Golden Globes in January they had been used 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 posted of herself before her performance in the 2017 Super Bowl, although that has seemingly been a natural and accidental shoutout into the dryer. The brand doesn’t share its sales data, but this definitely raised awareness.
That time the Dyson dryer went viral Due to a poultry
The strangest and most beautiful area of the new journey to stardom arrived in May. The New Yorker’s meals correspondent, helen Rosner, tweeted a picture of herself pointing her Dyson dryer in a raw poultry. The caption read,”Happy Spring day, I’m using an astonishingly expensive hair dryer to remove all moisture out of a chicken to maximize the skin crispiness when I roast it.”
The image moved viral, even prompting Rosner to write a full article on the practice to clarify that she was not, in reality, using the dryer to cook the poultry.
As The Verge thoroughly documented, a full news cycle ensued. The media, food press, and beauty press covered. And Dyson adored the focus:
What’s the Dyson hair dryer worth it?
This is the question everybody asks. Compared to any hair dryer I have tried, in my experience, it is better, and much more comfortable to carry — and I have tried a great deal, because it was my job as a beauty editor. (Disclosure: The brand sent me one for free as it launched two decades ago.)
When mine broke, I’d surely pay full price for the next person, and, indeed, I have thought about buying the snowy variant because I like it better than the fuchsia one I’ve. However, as with any purchase, value and worth are subjective, as Rosner notes.
“The Dyson does exactly what I need it to do — it’s quicker and easier than any other dryer I’ve used, which is valuable to me, because I worry about hearing loss — and if it wasn’t just an impulse purchase, its price didn’t put me in a position of hardship. So for me, it was worth it,” she tells me through email. “But for someone who might have a different relationship with their bank accounts, it might not be. There are not many things in life which are worth going into debt and a hair dryer — even a great one — entirely isn’t one of them.”
People inherently pass judgment on things utilized by a female cohort, particularly when it’s regarded as something for vanity. Lizzie Plaugic pointed out this in her Verge article, and Rosner expounds about it.
“I find it indescribably annoying that it’s deemed frivolous for a individual to spend a few hundred bucks to have the greatest possible version of something which she uses every single moment. How many people have a $500 handbag they’ve just completed half a dozen occasions, or even an $800 camera which only comes out once per year for holidays?” She says. “The Dyson vacuum is known as an aspirational item — something folks covet! And it is even more expensive than the hair dryer!
Dyson himself is absolutely unapologetic about the purchase price point. He told me in an interview,”I do not layout down to a cost. I design what I think is a fantastic product which will last. Naturally, that’s not a very commercial attitude as it costs rather much to create.”
Covering the dryer in gold does not affect the way that it functions; it’s merely gilding the lily (or even the hair application, in this instance ). For a product whose rise has relied on interpersonal networking, that additional certainly can’t hurt.