Dyson chooses Barcelona to open a new hairdressing 'beauty lab'

Nobody knew a hairdryer could be so expensive until Dyson appeared. Nor that this tool could revolutionize the way we dry and style hair. After the hairdryer came the straightener and the curler. All of them luxury and intuitive tools, although the best way to get the most out of them is to know their tricks from an expert. This is the objective of Dyson's newly inaugurated Beauty Lab in Barcelona, a futuristic space where users are invited to discover and experience in person Dyson Hair Care technology and the engineering of hair science.

Located in the La Maquinista shopping center, the Beauty Lab combines a modern and avant-garde design with exhibitions of the British company's pioneering technology and immersive lighting. It offers demonstrations and styling tips with experts, and visitors have the opportunity to delve into Dyson products through a personalized 30-minute appointment.

You can also book a styling session, performed by the professional stylists of the Dyson Beauty Lab, to discover on your own hair the effects of the technology developed by the British firm, which also has similar spaces in London and Paris. The session costs 20 euros, but it is free if you buy a hairdryer, a straightener, or a curler from the brand.

A new concept of hairdressing? Not exactly. This is how the company's founder and chief engineer, James Dyson, defines these spaces: "Dyson's Beauty Labs are different from other hair salons: they bring hair science research from our laboratories directly to our customers, helping them better understand their hair and our technology. It is in these spaces where Dyson experts guide people through the right tools for their hair type and styling needs," explains the entrepreneur.

And for lovers of luxury and details, the Beauty Lab offers the possibility of creating a personalized case, engraving up to 3 initials on it, to store Dyson Hair products.

Maximum control of air temperature

By its shape you will recognize it. Power, fast drying, more shine in the hair and less damage to the hair fiber. These are some of the features that make the brand's iconic hairdryer stand out. Unlike traditional hairdryers, the Dyson Supersonic hairdryer measures air temperature more than 40 times per second to regulate the output temperature. With Dyson's intelligent heat control technology, this hairdryer prevents extreme heat damage, to help protect hair's shine. The Dyson Supersonic in indigo blue and pink, with a gift set, has a price of 479 euros.

Dyson: the technology that was born in a garage

Dyson is a global research and technology company with engineering, research, development, manufacturing and testing operations in Singapore, the United Kingdom, Malaysia, Mexico, China and the Philippines. After starting in a garage in the United Kingdom in 1993, Dyson has continued to grow. Since inventing the first bagless cyclonic vacuum cleaner, Dyson has created problem-solving technologies for hair care, air purification, robotics, lighting and hand drying.

Currently, it has a global headquarters in Singapore and two technology campuses in the United Kingdom covering more than 800 hectares in Malmesbury and Hullavington. Dyson remains a family-owned company and employs 14,000 people worldwide, including a team of 6,000 engineers. It sells products in 84 markets in more than 350 physical stores, 50 of which opened in 2021. In 2020, Dyson allocated an additional 2.75 billion pounds to the business to conceive new products and technologies that it calls "revolutionary," and has global teams of engineers, scientists and software developers focused on the development of solid-state batteries, high-speed electric digital motors, sensing and vision systems, robotics, machine learning technologies and investment in Artificial Intelligence.

Dyson has a foundation, the James Dyson Foundation, created in 2002 and working in solidarity internationally to motivate aspiring engineers, support engineering education, and invest in medical research. Annually, the James Dyson Award is convened and celebrated, open to current and recent design and engineering students. Since its inception in 2005, the awards have supported nearly 250 inventions, providing funds to support their commercialization. 65% of international winners have successfully commercialized their projects, in a context where 90% of startups fail.

As future projects, the company has announced that it will allocate 500 million pounds over the next 4 years to boost new technologies in the beauty sector. This investment process will facilitate the opening of new beauty research laboratories and the development of 20 new products in this category during that period.