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Dyson to Intro its Airstrait Straightener in the UAE and KSA

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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 airProjected 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.

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