Dyson has made its first foray into the haircare market with the Supersonic hairdryer.
The lightweight but industrially powerful dryer, which goes on sale in the UK in June, promises to dry hair in record time.
Dyson has long dominated the vacuum-cleaner and hand-dryer markets and the Supersonic attempts to harness the company's cutting-edge technology. Air is sucked into a V9 digital motor though the base of the hair-dryer, where it is amplified by three and shot out in a narrow jet of air designed to make it easy to focus.
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The company promises that repeated or prolonged use of the Supersonic will not cause heat damage thanks to its sophisticated temperature regulation. Users can choose between four heat settings and three airflow settings, channelled through a variety of magnetic attachments.
But does it work? Yes, says The Guardian, but "given that it has taken 103 engineers four years to perfect the model, in a purpose-built hair laboratory, where they tested it out on 1,000 miles of hair" at a cost of £50m, "so it should".
"Contrary to early rumours, the Supersonic is not silent," says The Verge, adding that the dryer is nonetheless quiet compared to others. After all, blasting hot air through a tunnel at a high speed without making noise is a bit of a tall order.
As the old proverb says, beauty is pain – and if you want that Supersonic look, it's your purse that's going to hurt. Retailing in the UK at £299, the hairdryer comes at a salon rather than a high street price, but company founder Sir James Dyson believes it is worth it.
"Not damaging your hair, that's worth a lot of money," he told the BBC, adding: "I don't mind if I only sell 100 a year, as long as those 100 people think it's really good."
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