The brand already makes a popular $400 model. There’s one with real gold.
By Cheryl Wischhover@CherylAnneNY Aug 29, 2018, 2:20pm EDT
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The new gilded Dyson Supersonic hair drier. Dyson
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Sir James Dyson and his design company, famous for its vacuums, have in recent years produced waves in the beauty planet using the futuristic-looking Dyson hair dryer. While the products are vibrant pricey, hyper-engineered, and intriguing to check at, neither is a glamorous product, Dyson 500 Gold hair dryer, explained. This week, however, the business one-upped its own showmanship and announced it will launch a Dyson Supersonic hair drier that is literally gilded with 23.75-karat gold leaf, which will sell for about $499.99.
Though the news hasn’t been reported widely yet, people are getting word from the business through their inboxes. And they have ideas. Twitter user @FannyLawren wrote:”Who needs a golden hair drier? No one. However, the Celebrities and Crazy Rich Asians might want it. Excellent gimmick! @Dyson #MarketingStrategy #luxurylifestyle.” User @kylethepeck was somewhat less diplomatic.
Do not get me wrong, I love my Dyson merchandise, but says”I am a rich asshole who doesn’t know how to spend my money” just like a real gold plated hair drier.
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$500 seems an eye-popping sum for a hair application until you understand the regular, non-gilded Dyson dryer, which started in the fall of 2016, costs $399.99. And there’s a variant designed for professional hairstylists that is $449.99.
So just how do the marketplace to get a luxury-priced golden hair dryer come about? It has to do with marketing, the power of celebrity, and also a particular viral photograph of a chicken.
That he Dyson invaded a very insular Industry
Dyson, that will be well worth $5.3 billion, is well-known in design circles and makes a dab any time that it launches a new product because the business is fantastic at dramatic rollouts. However, the Dyson hair drier made a huge impression because the hot hair tool space is a pretty insular market that does not often see new manufacturers (T3, Conair, GHD, Hot Tools, Chi, Babyliss, plus a handful of others rule ) — and because it upended conventional hair dryer layout in a way the stalwarts had not.
Rather than the motor being put on top right near the nozzle, which leads to the top-heaviness of standard dryers, Dyson put a little motor in the handle. The nozzle finish with a hole in the middle is doughnut-shaped, and has a sawed-off texture. The Supersonic drier is made by this quieter, lighter, and more ergonomic — also it looks like something you’d find in a Star Trek film.
While the design is new, tricking out the instrument at a metallic finish isn’t. Since there’s very little that can be performed in order to fundamentally alter a blow dryer design-wise, companies have long driven sales by changing finishes and colors instead to match whatever is trending in vogue. Finishes are popular for a few decades rose gold though Dyson could be the very first to cover the item in a metal.
According to a press release, accompanied by an authentic fascinating video, Dyson enlisted the aid of a traditional guilder, a craft which dates back 4,000 years, to hand-apply 23.75-karat gold foliage — a very specific karat weight chosen by James himself — onto the nozzle. A bright red primer is applied and then the leaf brushed on top, to ensure that if it melts, the red shows through. With the primer that is red is matched by the carrying case, and the remainder of the drier is blue. The thing is emblematic of Dyson messaging: We’re additional.