Dyson really isn’t the first company to provide ultra-expensive hair dryers, but it’s the very first that cracked the mainstream in a meaningful manner, thanks to the brand’s impression of mystique and its skill in getting its products into the appropriate hands. For decades, a hair drier that boasts a Ferrari motor has been provided by Babyliss. In 2010it cost $400 (versus the 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 competition since it has started has arguably become the Harry Josh dryer, The hair Drier wars. Josh is a well-respected celebrity and fashion hairstylist who’s worked with Vogue along with a great deal of celebrities, including Gwyneth Paltrow and Jennifer Garner. He released his trademark mint drier for about $300 in 2013. At the moment, it was lighter and faster than anything available on the market, and appreciated by pros and beauty editors differently. The original goes for about $249. The brand released an version after the original Dyson which costs $349.
The Harry Josh drier is still in limited retail supply, but the Dyson can be found more broadly at Sephora, Ulta, Nordstrom, Best Buy, and Bed Bath & Beyond and has spread beyond a small, loyal crowd.
Harnessing the power of social and celebrity websites
Dyson knows the aspirational nature of the beauty industry and has been tactical about getting its resources to the perfect hands. Early on, it succeeds with hairstylist Jen Atkin, who’s the founder of this Ouai line of hair care solutions.
Atkin has 2.5 million Instagram followers, a number she amassed partly due to the famous and social media-savvy customers such as Chrissy Teigen and various Kardashian-Jenner along with Hadid sisters. She shares pictures of her clients and the hair dryer frequently. Considering regramming and the sharing, in addition to the Dyson’s inherent Instagram-friendliness, the dryer became known.
Dyson also partnered with (read: paid) other hairstylists to use the tool in their A-list star clients at high-wattage events such as the Met Gala along with the Golden Globes. This is a frequent practice with cosmetics and hair care brands for years. The brands work together with artists, then send the attractiveness press comprehensive breakdowns of red-carpet seems, complete with special product info, which end up in stories like that one and, manufacturers hope, will convince customers to get the lipstick that Janelle Monáe wore that you time.
It’s less common for instrument businesses to do this because while you’re able to swipe a lipstick on yourself fairly readily to”capture the look,” that a red-carpet hairdo demands the experience of a stylist; the instrument is not the only consideration. However, Dyson did it. In the Golden Globes in January they have been used on Gal Gadot, Claire Foy, also Emma Stone. Press releases were sent after these events.
The dryer also made it into an Instagram Lady Gaga submitted of herself before her operation at the 2017 Super Bowl, although that seems to have been an organic and inadvertent shoutout into the dryer. This certainly raised awareness, although the brand does not reveal its earnings data.
That time that the Dyson drier went viral Due to a poultry
The weirdest and most beautiful portion of the brand’s journey to stardom came in May. Helen Rosner, the meals correspondent of the New Yorker, tweeted an image of herself extending her Dyson drier in a chicken. The caption read,”Happy snow day, I’m utilizing an astonishingly costly hair drier to eliminate all moisture from a chicken to make the most of skin crispiness when I shake it”
The picture moved viral, prompting Rosner to write a full article on the practice to explain that she wasn’t, in reality, utilizing the drier to cook the chicken.
As The Verge meticulously recorded, a full news cycle ensued. Food media the media, and beauty press all covered. And Dyson loved the attention:
What’s your Dyson hair dryer worthwhile?
This is the question everybody asks. In my experience, it actually is better, and much more comfortable to carry, than any hair dryer I have tried — as it had been my job for a beauty editor to try them, and I have tried a great deal. (Disclosure: The newest delivered me one for free when it launched a couple of years back.)
If mine broke, I would absolutely pay full price for the next one, and, indeed, I’ve thought about buying the white variant because I like it better than the fuchsia one I have. As Rosner notes but just like with any buy, worth and value are subjective.
“The Dyson does what I need it to do — it’s quicker and easier than any other drier I’ve used, which is significant to me, since I worry about hearing loss — and if it was not exactly an impulse buy, its cost didn’t place me in a place of hardship. So for me, it was worth it,” she tells me via email. “However, for someone who may have a different relationship with their bank accounts, it might not be. There are very few things in life that are worth going into debt for, and a hair drier — even a good one — absolutely isn’t among these.”
Individuals inherently pass judgment about matters utilized by a traditionally female cohort, particularly when it’s regarded as something for vanity. Lizzie Plaugic pointed out from her Verge article, and Rosner expounds about it.
“I find it indescribably frustrating that it is considered frivolous for a individual to devote a couple of hundred dollars to have the very best possible version of a thing that she uses every single moment. How many people have a $500 handbag which they’ve just completed half a dozen occasions, or an $800 camera which just comes out once per year for holidays?” She states. “Even the Dyson vacuum is regarded as an aspirational item — something people covet! And it is even more costly than the hair drier!
Dyson himself is absolutely unapologetic about the cost point. He told me in an interview,”I do not layout down to a price. I design what I believe is a product which will endure. Needless to say, that is not a very commercial mindset as it costs rather a lot to make.”
Covering the dryer in gold does not affect the way that it works; it’s only gilding the lily (or the hair application, in this case). For a commodity whose increase has relied on media, that additional can’t hurt.