Dyson’s game-changing new professional hairdryer landed in Australia with a bang, so of course it’s presence at its first ever Hair Expo couldn’t possibly operate with a whimper. The technology company set up an alluring stand right by the entrance to show off their Dyson Supersonic Professional Edition hairdryers, while also sponsoring the all-new Styling Stage right next to the stand and using that platform to offer technology and technique education all weekend long.
The unique tool completely sold out at the expo, with lines to purchase stretching around the Styling Stage itself. This means the hairdryer is now sold out entirely country-wide, and salons are eagerly waiting upcoming restocks. Attendees were able to discover and experience the tool at the stand, to gain a glimpse into the physically light, aurally soft and efficient ways it can dry and style hair. A media wall built with the commercial Supersonic tool, anchored around its bright pink product features, provided something of a stand highlight
With new and updated professional features, the new Dyson Supersonic Professional Edition includes an upgraded, magnetic and removable filter, as well as a professional concentrator for precision styling. The full kit incorporates the three magnet attachments – a Professional concentrator, Smoothing nozzle and diffuser –, a spare filter cage, a filter cleaning brush, a non-slip mat, a storage hanger, cleaning leaflet, filter cage wrap and operations manual. The unique design is ideal for comfort during all-day styling, and instantly grabs clients’ attention with its bold aesthetic. An intuitive and intelligent approach to heat control minimises damage and ensures optimal hair quality and shine.
The brand educated attendees on these innovations all weekend long on their Styling Stage. Inspirational hairdressers and educators such as Dario Cotroneo and Dyson ambassador Peter Thomsen educated in 9 sessions over the three days, while the stage also played host to other styling legends, reaffirming Dyson’s overall commitment to professional hair. Names such as Lorna Evans, Same James, Dee Parker Atwood and Lizzie Liros filled out the agenda. All in all, there were a massive 5,670 demonstrations of the Dyson Supersonic™ professional edition hair dryer at the stand and on stages throughout the event. One of the major highlights of the expo was a show on the Main Stage, presented by Dario and Peter, which captured and enthralled a large contingent of the expo crowd.
“The Dyson Supersonic Professional Edition dries the surface of the hair a lot smoother, I describe it as a sharp knife going through butter, it just slides through, it has that feeling,” Peter said of the tool. “The finish of the hair feels like a soufflé, it’s light, fluffy and airy, but you’re still getting a really good strong direction in your blow drying. The Pro sounds so quiet that people don’t expect the strength of the actual dryer – because we’re so used to the noise. The noise is actually a lot lower, but it’s stronger. It’s incredible.”
“Clients feel the difference, they feel that it’s lighter, that it dries the hair differently and the design is so different, they love that it’s quieter and it gives the hair a smoother surface and more shine,” he continued. “The new look excites them because we haven’t seen a change in so long in a dryer.”
Creating looks on live models and demonstrating the power of the technology first-hand on stage and on the stand, it’s no wonder the line for purchase was around the proverbial block. Safe to say the Australian hair scene will never quite be the same again.
For more information visit www.dyson.com.au/supersonic