Hair care formulations.
By Dyson.
From award-winning hair tools to our first styling products, powered by oyster mushrooms – one could call it a natural evolution.
The one they never saw coming (or did they?). Dyson Chitosan™️ styling range, launched in the summer of 2024, built on the global success stories of the Supersonic™️, Airwrap™️ and Airstrait™️, to establish Dyson, and more specifically Dyson Beauty, as a power player in the beauty industry.
I worked in a tight-knit creative team to build the core messaging for the global launch campaign and lead 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 multiple esteemed beauty retailers.
The addition of formulations to the Dyson Beauty portfolio also called for a tone of voice revision, working alongside senior commercial stakeholders; extensive competitor copy analysis; and ongoing category guidance for the wider copy team.
