Dyson rolls out new hair straightener

Bomi Yoon

Will Kerr, director of product programmes, haircare at Dyson, introduces the company’s new hair straightener Dyson Airstrait at the Fairmont Ambassador Seoul hotel, Thursday. Korea Times photo by Baek Byung-yeul

By Baek Byung-yeul

Dyson launched a new hair straightener in Korea that can dry and straighten wet hair at the same time without heat damage, the U.K.-based home appliance maker said Thursday.

The company said the Dyson Airstrait is its first straightener that can be used on wet hair. It uses strongly focused airflow to dry hair, allowing users to create a sleek, naturally straight style.

With two bars facing each other, high-pressure airflow is precisely blown through the bars to dry and straighten hair with a single product, the company elaborated.

The product also features a high-visibility color LCD display that shows airflow and temperature information, making it easy for users to check the product’s settings.

Dyson Airstrait supports two styling modes, dry and wet, so users can style their hair ineither state.

Will Kerr, director of product programmes and haircare at Dyson, said the new product is optimized for the Korean market, where many people wash their hair everyday.

“We found that 65 percent of Koreans wash their hair every day. And 58 percent of Koreans use a hairdryer every day. And that compares to a global average of only 38 percent. So in fact, Koreans are drying and washing their hair twice as much as those around the world. And so we hope that this will save you time every day,” Kerr said.

The launch of the Dyson Airstrait straightener marks the company’s fourth haircare product in its lineup.

Dyson has been working on haircare products since the launch of the Supersonic hair dryer in 2016. In 2018, the company launched the Dyson Airwrap styler, which allows for multiple hairstyles without excessive hair damage, and in 2020, it also rolled out the Dyson Corrale straightener.

The new product is priced at 599,000 won ($447) and will go on sale starting Thursday, the company added.

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