Dyson Chitosan™
From award-winning hair tools to our first styling products, powered by oyster mushrooms – you could call it a natural evolution.
Lead copywriter, global campaign
2023-2024
BRIEF
The one they never saw coming (or did they?). Our challenge was to launch Dyson Chitosan™ styling range, Dyson’s first formulations.
SOLUTION
A global marketing campaign, building on the success stories of the Supersonic™, Airwrap™ and Airstrait™ to establish Dyson Beauty as a power player in the beauty industry.
CONTEXT
As lead copywriter, I worked in a tight-knit creative team to build the core messaging for the global launch campaign and guide it through extensive direct retail, web, app and social channel deliverables, as well as third-party retailer placements.
Highlights included:
building a product naming strategy
stress-testing usage and refill instructions with our packaging engineers
building suspense in our biggest social media reveal to date
and as always, seeing product on the shelf in esteemed global beauty retailers.
Deliverables in full:
Product naming
Technology naming and trademarking
Packaging design (primary and secondary)
Performance claims development
Retail fixtures, tickets and way-finding (direct and third-party)
Digital content (homepages, category pages, PDPs, signposting, purchase journey microcopy)
MyDyson app content
Post-purchase support content
Email strategy and content
Social content (owned and paid), including film scripting
Education and training materials for in-house teams
Adding formulations to the Dyson Beauty portfolio also called for a broader tone of voice revision, working with senior commercial stakeholders across the business.
Of course, delivering all of the above relied on the genius (and collaboration) of innumerable colleagues. Hear from just some of the hundreds of engineers, formulators, stylists and designers involved in the film below.