BRIEF

Launch the Dyson Airstrait™️ straightener, a pioneering device designed to straighten hair from wet to dry, with air.

SOLUTION

A comprehensive global campaign toolkit, incorporating copy, scripts and content for TV, web, email, in-store retail, live events, social media and app.

Context

Prior to the Airstrait™️, the Dyson hair care category sat comfortably at three devices, each with a distinct purpose and audience. Positioning the Airstrait™️, which covered two of three functionalities – drying and straightening, at the same time no less – was the commercial crux of our campaign. Different to its forebears, this device spoke to a more specific user: seeking one outcome (natural-looking straight hair), quickly and efficiently, and on all hair types.

At its core, the campaign was technology-led: motor, bellows, airflow, vents. Our real opportunity though was to connect with consumers on their routine. In creating a machine that could cut out steps, and therefore save that most valuable of assets – time – we found ways to tackle a very real concern of our beauty audience.

Dyson Airstrait™️ was named one of TIME’s Best Innovations of 2023, and continues to receive accolades from beauty publications around the world. The campaign has now been transcreated and rolled-out by multiple markets.