Fuelled by the desire to improve everyday technology, Dyson has announced the arrival of the highly anticipated Dyson Airstrait straightener to the Middle East. Coming in two colourways – Nickle Copper and Prussian Blue, the Dyson Airstrait promises wet-to-dry straightening with air, with no hot plates and no heat damage. After launching in the United States last year, the Dyson Airstrait straightener took social media by storm with anticipation building as to when the product would arrive in the Middle East.

Dyson is excited to reveal the Airstrait straightener is finally coming to the UAE and Saudi Arabia, and there’s an opportunity for customers to get their hands on the limited quantity before anyone else as pre-sale is now live on dyson.ae and dyson.sa. Engineered for multiple hair types, the Dyson Airstrait™ can achieve a natural straight style, with body and movement, whilst maintaining the strength and healthy look and feel of their hair. The hair tress is contained by two arms, from which a precisely angled high-pressure blade of air is forced downwards and into the hair, both simultaneously drying and straight styling, with one machine.

Along the arms of the machine are two 1.5mm apertures. Airflow is accelerated through these apertures, creating two high-velocity downward blades of air. Projected at a 45° angle, they converge to form one focused jet of air, creating the downward force to straighten hair as it dries, with control. This directional airflow helps align the hair strands for a smooth and shiny finish.

Dyson has been researching into the science of style for over a decade and is investing half a billion GBP to expand and accelerate research and technology development across the beauty category. Dyson engineers have studied in detail everything from the structure of hair to airflow dynamics whilst understanding thermal, mechanical and chemical damage – and the subsequent effects on hair health.

To change your hairstyle, hydrogen bonds within each hair strand must be broken and reset to hold a new shape. This can be done with heat or moisture. Styling with powerful airflow from wet, results in less need for high heat, creating less frizz and flyaways and protecting natural shine.

When hair is wet, water naturally weakens these bonds. In this state, the bonds are more elastic and can be reset as hair dries, without using extreme temperatures. By using the optimum level of heat and controlled airflow, we’ve found a way to style hair with less damage.  Styling with air allows for the creation of straight styles whilst maintaining volume and movement. Once hair is dry and aligned, the bonds are reset in different ways, locking the new style in place.

Like the rest of the Dyson hair care range, the Dyson Airstrait straightener features an intelligent heat control. Glass bead thermistors measure the temperature of the airflow 30 times per second to prevent heat damage and protect hair’s natural shine. This data is sent to the microprocessor which regulates the heating element, ensuring airflow doesn’t exceed the temperature required.

The Dyson Airstrait straightener has ‘Wet’ and ‘Dry’ styling modes, and a ‘Cool’ mode to set the style. The ‘Wet’ and ‘Dry’ modes are pre-set with the specific heat and airflow combination for the best results. In ‘Wet’ mode, choose among three heat settings of 80°C (175°F), 110°C (230°F), and 140°C (285°F). In ‘Dry’ mode, choose between 120°C (250°F) or 140°C (285°F) or a top-up “boost”. For airflow control, there are two-speed settings, low flow and high flow, as well as a cold shot and root drying mode.

Dyson Demo stores at the Mall of the Emirates, Dubai Mall, Mirdiff City Center and Dubai Hills Mall all offer the unique Beauty Lab service within the mall environment. This is a private salon space where customers can feel comfortable trying any of Dyson’s haircare technology, including the Dyson Airstrait™ straightener, and will be able to seek advice from the Dyson experts on hand, discovering Dyson’s iconic hair care collection with ease. Visitors will be offered private consultations and an expert shopping experience on a booking basis across all the personal care ranges.

The Dyson Airstrait straightener will be available from all Dyson Demo Stores in the UAE and KSA soon priced at AED 1,999 and SAR 1,999.

Panasonic Marketing Middle East & Africa (PMMAF) continues to elevate at-home grooming experiences as it announced today the regional launch of the ES-WV62 Bikini Trimmer and Shaver.  A truly revolutionary addition to the brand’s premium Personal Care portfolio, the ES-WV62 offers a unique combination of features that allows every woman to comfortably care for her delicate bikini zone.

Designed to simplify and streamline the delicate hair removal process for women, the ES-WV62’s trimmer head cuts thick and long hair gently and speedily, while the device’s shaver head allows smooth shaving for silky results every time.  In addition to its exceptional usability, the ES-WV62 boasts a sleek, modern look, is compact and comes with a waterproof body and head so it is always ready to go anywhere you need to take it.

“For most women, caring for the bikini zone area has become a challenge mainly because it is time-consuming and usually causes damage to their skin.  Always deeply understanding our customer needs, Panasonic designed the ES-WV62 Bikini Trimmer & Shaver to address the biggest concerns of grooming hair in women’s delicate areas,” said Honey Sanadhya, Manager – Brand Experience, PMMAF.  “The ES-WV62 represents our commitment to delivering innovative and practical solutions to help our women customers embrace their unique beauty by working on being happy, confident and healthy all year round.  With its versatile features and user-friendly design, the ES-WV62 offers women a convenient and effective way to achieve a pleasant experience of a smooth and gentle cut.”

The ES-WV62 is equipped with a dedicated bikini trimmer and shaver.  The trimmer head features two kinds of dedicated blades – a 45-degree sharp edge cutting blade, and a rounded flattened blade that can trim down unwanted hair down to 0.2 mm.  True to Panasonic’s exceptional Japanese blade technology, these sharp cutting blades are able to cut thick and long hair speedily, while the part that touches the skin is rounded and flattened to ensure gentle grooming.

The device’s shaver head allows gentle and close shave, as well as catches even short hair, for a silky smooth finish.  Its net blade is designed with big holes to catch even thick hair firmly, while the shaver head’s sharp inner blade cuts hair speedily. In addition to the trimmer and shaver heads, the ES-WV62 comes with two more attachments.  There is the bikini comb, which grooms long hair evenly to lessen volume.  Finally, the skin guard attachment prevents blades from touching the skin directly for safe and gentle grooming of hard-to-reach areas of the bikini zone.

The ES-WV62 is built with a powerful motor allowing for ultimate functionality even for thick bikini hair.  It is slim and compact, cordless and battery-powered making it ready to go anywhere you need to take it. The ES-WV62’s waterproof body and head lets users groom themselves even in the bath or in the privacy of their rooms.  As the device is 100% waterproof, you can also wash it after usage for a truly sanitized and healthy grooming experience.

The ES-WV62 Bikini Trimmer & Shaver is now available across Panasonic outlets in the Middle East and Africa as well as online at Amazon UAE.

Sony Middle East and Africa (MEA) recorded tremendous growth in FY2022, with an overall growth of 14 percent across key product categories in the UAE. While sales of Sony’s premium soundbars saw the greatest growth of 120 percent in MEA, growth was robust across other product categories as well, in the region: digital imaging products grew by 37 percent, mobile audio grew by 26 percent, and OLED and Mini LED TVs by 11 percent.

For 2023, Sony MEA is eyeing steady growth in its overall business in the region and further increasing its market share. To achieve this vision, the consumer electronics giant plans on increasing collaboration between stakeholders and consumers by enhancing our shopping experience by introducing Sonyworld, an exciting e-commerce platform with exclusive benefits.

Sony MEA remains focused on maintaining market leadership through new and innovative products across key focus categories such as television, digital imaging, and audio products.

Deputy Managing Director Jobin Joejoe, who is driving the company’s regional business strategy, said: “Sony’s purpose is to fill the world with emotion, through the power of creativity and technology. We are listening to our customers to unleash our creativity and create exceptional experiences for our community. Our business strategy will help us better serve our customer needs and provide a premium entertainment experience.”

The Middle East & Africa region is one of the fastest growth areas for Sony’s large-screen TVs, particularly in the 75” and 85” screen segment, with the largest market share in the GCC. Jobin added, “When it comes to purchasing behavior, there has been a perceptible increase in online sales of TVs, catalyzed by the mass shift to e-commerce. As many as 20 percent of Sony TVs sold in the region are now bought online, as compared to 10 percent pre-pandemic. However, physical retail stores continue to be the most popular choice as consumers want to experience and evaluate the features before purchasing.”

Meanwhile, in the mobile audio category, Sony MEA registered a steady growth across truly wireless, headband Bluetooth, and gaming headsets. This growth was fueled by Gen Z’s love for trendy wearables, the surge in digital content consumption such as music, gaming, and social media posts, and increased travel in the post-pandemic era that boosted demand for noise-cancelling headphones.

In the digital camera business, Sony continues to lead the full-frame segment with the continuous shift of DSLR users to mirrorless cameras. The company saw massive growth with a 60% market share in the full frame mirrorless segment in UAE, as well as an expansion of a large community of content creators thanks to Alpha Universe.

In FY2023, Sony MEA will feature 23 new models including the enhanced BRAVIA XR TVs powered by Cognitive processor XR with 13 new XR models. Following the successful launch of its INZONE PC headsets, Sony will also release the INZONE gaming monitor M9, coming with 4K resolution and Full Array display. INZONE gaming monitor would bring a new level of gaming experience to gamers in GCC.