Motivated by founder Sir James Dyson’s diagnostic approach to technology, here the team works tirelessly to answer the questions others scarcely dare to ask, creating new and pioneering solutions to consumers’ every day frustrations.
Ahead of its global launch, THE JOURNAL was among the first to experience the new Dyson Corrale™ straightener’s revolutionary technology, during our trip to Dyson’s UK Headquarters. A secret we couldn’t wait to share.
It’s been said that necessity is the mother of all invention. A notion so superbly evident inside Dyson’s Malmesbury headquarters – an epicentre for new ideas, ground-breaking research and world leading innovation – modestly nestled amidst the sprawling British countryside.
A site THE JOURNAL was privileged enough to visit in October of 2019 for a rare glimpse behind the curtain, wherein Dyson’s esteemed group of engineers and change-makers shared invaluable insights into their development process, with a once-in-a-lifetime tour of the company’s dynamic engineering and testing labs.
Motivated by founder Sir James Dyson’s diagnostic approach to technology, here the team works tirelessly to answer the questions others scarcely dare to ask; creating new and pioneering solutions to consumers’ every day frustrations while championing better performance through new and trailblazing product developments.
Our tour began with a walkthrough of Dyson’s coveted Research, Development and Design labs where a hand-picked team of experts work to develop and perfect the company’s emergent technologies; finding new (and time-tested) ways of improving product design and performance through a string of targeted steps.
Dyson’s RDD labs are also home to a dedicated hair laboratory, wherein research scientists, engineers and hair experts put each product prototype (and ensuing iteration) through its paces – first trialling tools on assigned hair samples and measuring results via custom built apparatuses, equipped with such functional necessities as heat and tension-gauging sensors.
Unarguably one of the most intriguing (or at least cathartic) steps in the process? A trip through Dyson’s unique testing rigs, wherein products are dropped, thrown, submerged in water and/ or subjected to any number of harsh simulations or environments – so as to assess each product’s durability and resilience.
Having invested over £100 million in the understanding of hair from root to tip, no element is left unearthed in the pursuit of performance, quality and usability. As such, Dyson continues to place hair health and integrity at the core of each new development, as evident in the Dyson Corrale™ straightener’s ability to produce incomparable styling results, with less hair damage.
Over the course of the Dyson Corrale™ straightener’s seven year development, Dyson’s team of engineers struck a mammoth discovery. In order for hair to be reshaped, both heat and control must be deployed.
While conventional hair straighteners have historically used extreme heat to elicit such change, Dyson’s engineers quickly discovered that the same results could be attained with the right degree of tension and control.
Hence the game-changing flexing plate technology which, thanks to improved control, mould to shape and gather the hair, giving the user greater control and therefore elevating the styling results, whilst reducing the reliance on heat.
Moreover, these flexing plates feature pioneering microhinged plate technology, which flex to shape and gather hair, applying even heat and tension to all the hair strands in every pass and keeping them perfectly aligned. The result? Enhanced styling, each and every session.
All concepts (such as the above) and devices are relayed between Dyson’s Malmesbury headquarters and tech centres across Singapore, Malaysia, Shanghai, Korea and the Philippines, for a more robust viewpoint. All feedback thus informs the honing and improvement process, ensuring all aspects are considered before market testing.
Following a welcome dose of science (and a gasp-eliciting reveal of the Dyson Corrale™ straightener) it was time for some hair talk alongside Dyson’s esteemed Global Styling Ambassador team; a troupe comprising some of the industry’s most revered creatives: Matthew Collins, Larry King, Jon Reyman, Jawara, Dylan Bradshaw and Australia’s own delegate, Peter Thomsen.
Some of the first professionals to road-test the Dyson Corrale™ straightener, each ambassador shared their experience of its revolutionary technology – highlighting increased styling control, cord-free versatility, less hair damage as well as even heat distribution, grip and tension – among but a selection of its key attributes.
Rounding out a day of learning, proceedings concluded with an intimate dinner inside the iconic Soho Farmhouse, hosted by the Dyson UK team. Here, guests discussed the new discovery; abuzz with new ideas and once- in-a-lifetime insights into one of the world’s most inspired technology hubs – and the minds behind the magic. An experience of a lifetime.
The Dyson Corrale™ straightener Black/Purple for stylists will be available in Australia via dyson.com.au from May 25th 2020, with an RRP of $699. To learn more about the Dyson CorraleTM straightener and for exclusive stylist pricing, visit dyson.com.au/haircare/corrale-straightener, or to pre-register for purchase, head to discoverdyson.com.au/beauty-launch/.
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