Quicker, quieter, lighter, less damaging... but pricey
Having revolutionised vacuum cleaners and hand dryers, Dyson has just entered the beauty market with the aim of doing the same for the hairdryer.
James Dyson's innovative company spent four years and €60 million perfecting its new Supersonic hair dryer, testing it on 1,010 miles of human hair.
The dryer is set to retail from June at the steep price of €399 but Dyson is claiming it will blow its rivals out of the water. And then dry their hair extremely efficiently...
"Hair dryers can be heavy, inefficient and make a racket. We realised they can also cause extreme heat damage to hair.
"I challenged Dyson engineers to really understand the science of hair and develop our version of a hair dryer, which we think solves these problems".
The hairdryer employs the company's most compact motor yet, half the weight of other hairdryer motors but eight-times faster.
Sensitive temperature controls will protect the user from heat damage.
The motor in the handle is also built to be quieter (that is, inaudible to humans) than the competition.