Example Case: What is a tech product marketed well?
The Dyson AirWrap
Written by Ava Kavelle, VP of Interview Prep Team
This is one of my favorite products, it’s the first big innovation in the hair industry in about a decade, and is based on the technology that Dyson used for their highly successful vacuum cleaner. The AirWrap is the second hair dryer that Dyson has created, and uses the same engine technology that company developed for their other products. Dyson leveraged data and product suggestions from customers of their first hair dryer product, hired hair scientists to test heat levels that hair can withstand, and went through about 650 prototypes and $31.4 million in development costs before releasing the new Dyson AirWrap. All of this is to say, they deeply empathized with the customer’s pain points and desires, and leveraged innovative technology to improve a product men and women use everyday. What I love about their marketing is that they really understood customers’ problems, created a quality product that addresses it and provides a solution, and priced and marketed that product very precisely to a group that would buy into it, accept the cost, and become big fans.
Dyson as a company positions itself as a premium brand, and has the prices to back that up. At the heart of all Dyson products is innovative technology, stemming from their first product, the vacuum cleaner, and the unique suction and engine technology Dyson developed. The company has innovated multiple industries including vacuum cleaners, fans, air purifiers, hand dryers, and lighting, and Dyson’s innovation in hair dryers is no different. It uses Dyson’s motor technology, and something called the Coanda Effect, which uses unique airflow of the product to achieve the same styling without the traditional heat levels that flat irons or curling irons require. This results in polished hair in less time, using less heat, than normal hair dryers and irons, which is a huge deal in this industry!
The Dyson customer in general is someone who is looking for intuitive, innovative, cleanly designed products. They are willing to pay more for a higher quality product based on data and product innovation, as has been proved over the company’s history. When considering the AirWrap, the target segment is consumers looking for an easier way of doing their hair, and those who want to keep their hair healthy while achieving the desired aesthetic, who are willing to pay more for a quality product that is versatile. These could be working professionals or busy parents who don’t have time to spend on their hair, but have the desire to look polished and put together as they go out the door. These are also users who think long term about the potential damage heat and styling products cause their hair. The product is marketed mostly toward women, though men definitely fall into this target segment as well.
From a promotional standpoint, Dyson works with social influencers, salons, high-end department stores, and high-end beauty supply stores as their main channels, where they encourage trial through demonstrations and share the AirWrap product development and innovation story. Their storytelling is actually really important to the success of this product, as prospects want to understand the technology that makes this hair dryer so unique, effective, and different from the current options on the market. Messaging is highly focused on explaining the motor and Coanda Effect to potential customers, positioning Dyson as a unique product offering on the market. Dyson also leveraged social media influencers and social channels to build hype for their launch events, partnered with well-known hair stylists as social proof that the product is high quality and effective, and created hands-on experiences in their brick and mortar stores. Building that trust through influencers and styling examples, and explaining its technology and innovation throughout its marketing and ads, aligns with Dyson’s historical marketing approach and has worked in their favor. This was an effective approach for their target segment, and provided backing for the high product price (can be as much as $600). This pricing also falls in line with their previous hair dryer product, and is based on the research and testing that went into the AirWrap, as well as the quality of the product itself.
Overall, it seems like Dyson hit a home run from a product development perspective, and leveraged the right targeting, messaging, and tactics to really get the audience to understand the value that the AirWrap brings them, and why that’s so unique and worth the price. The only critique I would have is that the AirWrap doesn’t work super effectively for tightly textured hair—this is a product improvement I hope the company takes on, but also affects their marketing, as Dyson doesn’t show customer trials or advertising with this hair type.