dyson airwrap STYLER
Dyson Australia
Find your story
Dyson was known for its technology, but in vacuum cleaners. So how could they expand into the beauty space with a revolutionary product? We know there is an emotional relationship when it comes to people and their hair. So the Dyson Airwrap styler needed a more bespoke and personal environment to win Aussies over.
Earn it
We launched Dyson’s first ever salon, where you could experience the Airwrap styler first-hand, with professional stylists on hand to teach you how to achieve the looks at home.
Make it Stick
The product sold out nationwide within the first week - with no paid media spend in market.
The salon was so successful it evolved from a one week pop-up to a three month installation, to a now permanent Dyson salon in Sydney’s George Street.
540 pieces of coverage (168+ on launch day), with over 125,000,000 reach.
