Welcome.
This is what I'm launching today.
The Dyson Air Straitᵀᴹ.
Straightening it and drying it at the same time.
There's no plates in here just air, without using hot plates
your not damaging your hair It's very good on all types of hair.
And you can see how beautiful, silky straight that is.
I've never seen anything like the Dyson Air Straitᵀᴹ.
If people just use it once.
They'll see how different it is
Hello, everybody.
Welcome to our little event tonight.
Thank you for coming.
There we have the supersonic air multiplier, the corrale,
and the question mark today.
That's what today is all about.
So I'm about to launch what we're going to show today,
by ripping that off
The Dyson Air Straitᵀᴹ.
And I'll just explain how it works.
There's the air going through the motor into each arm and then down
each arm the air’s going through here, past the heater
at a 45 degree angle to the hair.
Theres a, The opposite side, there's a 45 degree angle,
and then it passes down and it jets out the side here.
So it doesn't ruffle the hair that's coming up here.
So it's ejected away at each side.
Now, the wonderful thing about this
is that your you're not squashing the hair
so that the hair retains some body
and it also traps the flyaways.
So you don't get any flyaways.
And the hair looks straight and glossy and still has a bit of body.
That's the end of me.
I'm now going to hand over to
Emma Shelton, VP of
Personal Care, but thank you all very much for coming.
It's great to see you. Thank you very much.
[ Audience clapping ]
Thank you James, Thank you.
Hello, everybody. Welcome this evening.
My name is Emma Sheldon and I am VP for the haircare category at Dyson.
In my role, I have the privilege to work with our engineering teams and oversee
the product development from innovation and all the way through to production.
We are obsessive, you could say, about understanding
what makes hair healthy, strong and shiny.
So the curl pattern of your hair is dictated
by chemical bonds that form the structure of the hair protein.
In order to straighten the hair, we have to break those bonds
and allow them to reset in a straight position.
In order to do this, we have a couple of factors to work with moisture and heat.
When hair is wet,
the hydrogen bonds are
naturally weakened and that means that hair is more pliable.
The bonds are more, more pliable and we can reshape the hair easier.
So the more moisture you have, the less heat is required.
You can also shape these bonds when hair is dry,
but because you have less moisture, you require more heat
and that is what can be damaging to her.
So we set ourselves a challenge to straighten hair
directly from wet with no heat damage at all.
And the way that we do that is, as James just said,
with those two high pressure
jets of air that come out of each arm and really straighten the hair.
That's also interestingly, how the product got its name,
which is the Dyson Air Straitᵀᴹ.
And straight is spelled s t r a i t,
and it refers to a narrow passage of water that connects to larger bodies of water.
And it's a nod to the fact that you're styling your hair from wet.
Healthy hair has got extra shine.
So if we're able to straighten the hair with lower heat,
then you will get a shinier finish.
So I'd like now to invite Low Chen up on to stage with me.
She's one of our senior design engineers and she works closely
with these technologies and especially on the Dyson Air Straitᵀᴹ.
So please join me in welcoming Low Chen.
[ Audience Clapping ]
Hi everyone.
My name is Low Chen and senior design engineer from Dyson.
Super excited and proud to be here today to share this technology with all of you.
So we have a power button here and once you switch on the product,
there's an LCD display which provide intuitive control
to guide you to the ideal setting when you do your style.
So I'm going to switch on now.
So next
what I'm going to do is to choose the mode I want,
whether it's a wet to dry, or dry mode styling.
After that, you can choose the temperature and the airflow
depending on your hair type as far as the style you want to create.
So we really cater to different people with different needs.
Wet to dry with just one tool.
And the best thing no hot plate.
No extreme heat.
Good evening, everyone.
I'm so excited to be here tonight, and especially with my good friend Arendelle.
We are unbelievably excited to share with you
and play with this new technology, the Dyson Air Straitᵀᴹ.
We're really going to take you
through a journey and show you how it works live on person.
So Julia has she really has like very wavy hair.
She has very coarse, dense hair.
And I'm starting this is already pre wet.
It's as wet as you would get out of the shower.
But to be honest, has dried a little bit.
So for the sake of let's be honest today, I really want to wet this.
I want you to see kind of the moisture dripping off of the ends
so you get a true experience of what's happening.
And what you want to do is work nice and slow
and you don't have to really come it out.
It does the trick for you.
So you see, I just go a little bit slower on the ends
and you can see how beautiful, silky straight that is.
Now we are going to welcome our second model to the stage.
Audrey.
Audrey has type three hair, much like myself.
It's hard to believe, but I did use a Dyson Air Straitᵀᴹ on my curly hair.
And this is Audrey here.
You can have a seat right here.
And what we are looking to achieve
is a nice, smooth finish using the Dyson Straitᵀᴹ.
And I'm going to set the machine on the wet mode.
So what I'm going to do is I'm going to start at the root
and just smooth, nice and slow.
That's the thing with this actual machine,
you have to really slow down to see great results.
And that's just one pass right there.
So now we're going to shift over to our third model,
which is Jamie and Jamie has type four Coily hair,
which I know at first I was a little sceptical.
I was like, Well, let's see if it actually works on this type of hair.
And it does.
We haven't cheated and using no straightener or anything.
This is like truly authentic, just working with this.
And I'm going to ask you a question because yesterday we did a half a head
and she went out after and we didn't have time to do the other side.
So she decided to grab it and do it on herself, the other side.
And how long did it take you to do this side?
10 minutes.
She's been our best promotion of this product and I'm not even kidding.
The other thing I love about this tool is so easy to use
because you're just using one hand.
A lot of people don't have the coordination
of having to use a round brush than a blow dryer.
The angle that you have to hold the blow dryer.
And with this it's intuitive.
It's one hand, one pass or three passes and you're you're straight and good to go.
This is the finish Look on Jamie nice stretched out coils.
I mean, it's amazing and it's awesome for anyone with like curly hair.
Coily hair.
I absolutely love it.
It's a game changer
and I think everyone's going to love it once they get their hands on it.
Thank you all so much for being here tonight.
We're excited to share the next little journey with you back there.
But first, we're going to invite James Dyson back up on stage
to say another couple of words.
[ Audience clapping ]
And now for something completely different, as they say,
it may seem odd for someone with a technology
company to have invested and be a farmer.
And I've done it because I like growing food.
We've also done the farms because I want to grow
things that might make products.
Thats as far as I'm going to go with it.
I can’t tell you really what my plans are,
but thank you all very much for coming and being interested in what we do.
[ Audience clapping ]
With sceptical, thinking it could work on so many hair types.
But then when I get my hands on it, I was amazed.
Shocked, really.
So the three words I would use to describe Air
Strait are effective, innovative and efficient.
Wow. Fast.
Gentle.
Reliable.
It's just amazing.
The idea was insane.
I was blown away by what I could do.
It's unbelievable.