- Kyle Chua
Dyson Invests in Beauty Innovations, With Plans To Launch 20 New Products Within Next Four Years
Dyson announced today it is investing half a billion GBP to expand and accelerate the research and development of beauty innovations, with plans to launch 20 new beauty products within the next four years.
The British appliance giant said the four-year investment should help facilitate the opening of new beauty research labs and the development of new products.
Accompanying the announcement are the Singapore results of a comprehensive hair research study conducted by the company across 23 markets and 23,000 respondents, which focuses on understanding different hair types, styling behaviours and perceptions of hair types and hair health around the world.
The study found that 70% of the respondents said their hair is damaged, with dandruff, hair loss and greying as the top concerns. But the company points out that these aren't damage-related concerns. Meanwhile, 67% of all respondents said their hair is healthy, despite it being damaged. The results seem to suggest that a lot of people have misconceptions about the health of their hair. A number of the respondents did, however, manage to correctly describe what healthy hair looks and feels like, with responses like shiny and smooth.
"Dandruff, hair loss and greying hair are not forms of damage, but scalp and hair growth concerns," said Rob Smith, Dyson Senior Principal Hair Scientist. "Hair damage refers to the breakdown of the hair cuticle and cortex, which can lead to your hair looking frizzy, dull or snapping off."
"The best way to achieve healthy hair is through prevention and minimising exposure to causes of damage. This includes extreme heat which makes hair weaker and more susceptible to breakage and split ends."
Dyson also warns of over-washing, with 80% of respondents saying they wash their hair every day or once every two days.
The study additionally found that up to 60% of the respondents said their styling habits changed due to the pandemic, some of whom style their hair less, while others use less hair products.
Still, it was observed that there’s continued diligence in basic hair maintenance and styling. Products like hair-holding sprays, moisturisers and conditioners continue to be used at least three to four times a week.
Dyson touts that science and research help it better understand consumers better, which is a central part of its design process. The data collected from this study about hair informs the company's engineering decisions and build products that provide better styles while maintaining health, no matter the hair type.
While the study mainly focuses on hair, it's worth noting that Dyson used "beauty products" to refer to its future products, rather than just "haircare products". The company already has an existing line of straighteners, hair dryers and multi-stylers, so perhaps it's planning to debut a new product category.
Dyson has announced it is investing half a billion GBP to expand and accelerate the research and development of beauty innovations, with plans to launch 20 new beauty products within the next four years.
The British appliance giant said the four-year investment should help facilitate the opening of new beauty research labs and the development of new products.
It's worth noting that the company used "beauty products" to refer to what's in the cards, rather than just "haircare products," perhaps hinting at the debut of a new product category.