Would You Pay £300 For A 'Quieter' Hairdryer?

British engineering firm Dyson has launched into the beauty industry with its latest product - a powerful hairdryer that it says is considerably quieter than others.

Known for redesigning existing products like vacuum cleaners and hand dryers, the Wiltshire-based firm says it has spent £50m coming up with the Dyson Supersonic hairdryer, which uses a fast but focused airflow and intelligent controls to help protect hair from extreme heat damage.

Reducing the sound of hairdryers was a major priority and a team of aero-acoustic engineers created an "axial flow impeller" inside the motor to reduce turbulence and swirling.

The company claims to have created a product that is eight times faster than others and considerably less noisy.

The company's founder, Sir James Dyson, said: "Hairdryers can be heavy, inefficient and make a racket.

"By looking at them further we realised that they can also cause extreme heat damage to hair.

"I challenged Dyson engineers to really understand the science of hair and develop our version of a hairdryer, which we think solves these problems."

The product is clearly aimed at the top end of the market with a price tag of £299.

The market leading brands charge around £20-£30, so it remains to be seen how transformative the product will be to an industry that Dyson is just beginning to enter.

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