Multinational tech company Dyson Ltd., known worldwide for its home appliances including vacuum cleaners, launched the Dyson Airstrait straightener which simultaneously dries and straightens wet hair in South Korea.

“It’s a product that can save almost 20 minutes of your time getting ready for work on a busy morning without damaging your hair,” Will Kerr, head of product programmes for haircare at Dyson, said while introducing the new product at Fairmont Ambassador Seoul on Thursday.

The device has two bars facing each other and delivers a precise stream of high-pressure airflow through the jets formed by the bars to dry and straighten hair at the same time. “After washing your hair, you can dry and style it with one device,” Kerr said. “When you close it, you can use it as a regular blow dryer.”

The new product is projected downwards at a precise 45-degree angle to form one focused jet of air to straighten the hair.

It also reduces hair damage from excessive heat. “Finding the perfect blowing angle was the most challenging part of the development process,” Kerr said. “We tried to avoid airflow turbulence to prevent the frizz.”

While regular straighteners require time to heat up the hot plate, this product is ready to use straight after plugging in. “Existing devices only give you a completely straight hairstyle, but this product creates straight hair with natural volume,” Kerr said. “We forecast that it will be especially popular among Korean consumers.”

Dyson plans to continue to introduce innovative new products. “Dyson is investing 500 million pounds ($612.2 million) in research and technology development across the beauty sector,” according to Kerr. “We will build a new beauty research facility and launch 20 new beauty products by 2026.”

By Oh Chan-jong and Choi Jieun

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]