Dyson confirms £500m beauty investment, identifies key consumer hair concerns

By

Nigel TAYLOR

Published
Nov 16, 2022

Electricals giant Dyson has confirmed earlier reports that it will spend £500 million to expand and accelerate its research and technology development across its beauty portfolio. So expect it to launch 20 new beauty products in the next four years.

Dyson, once best known for its vacuum cleaners, now commands a big space in the premium hair & beauty electronics sector, said the investment is based by its own comprehensive hair research study, “deepening its understanding of hair types, styling behaviours and perceptions of hair types and hair health around the world”.

So does that research give us a clue to what might be coming product-wise? According to its ‘2022 Global Hair Study’ of “hair perceptions and hair health misconceptions”, 70% of respondents say their hair is damaged, with dandruff, hair loss and greying hair as top concerns. 

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However, 67% of all respondents also agree their hair is healthy, “despite it being damaged”. They seem to understand what 'healthy' hair looks and feels like, describing it as shiny (36%), smooth (29%) and linking it to a healthy scalp (26%). The study also reveals that 80% people wash their hair every day or once every two days.

While 60% of consumers shifted to at-home styling habits during the pandemic, at least 20% have returned to their pre-pandemic routines and this continues to grow. Some 60% globally changed their hair habits due to the pandemic, styling hair less (17%) and using fewer hair products (9%). 

However, there's continued diligence in basic hair maintenance and styling. Hair holding spray, moisturising products, shine enhancers and standard conditioners are used 3-4 times a week.

It all suggests that the company might target products at specific scalp conditions and double down on avoiding/rectifying damage. 

And there’s also a suggestion of a need for more salon-style products to use at home, as well as aids for hair washing routines.