Dyson is going glam.
The U.K.-based appliance manufacturer, which ventured into the beauty space this year with its Supersonic hair dryer, is partnering with mobile beauty app Glamsquad. Beginning Oct. 3, the Dyson Supersonic will be the sole hair dryer Glamsquad stylists keep in their kits for use on clients, who are able to book in-home appointments through the app for hair, makeup and nail services.
“Having this partnership allows us to tap into talented and experienced beauty professionals who are in on the cutting-edge trends,” said Phil Molyneux, regional president of the Americas for Dyson.
For Dyson, a brand best known for its vacuum technology, that kind of credibility in the beauty market is key. “In today’s world of social media and people looking at reviews, [word of mouth] is a powerful statement,” said Molyneux. “We recognize the importance of the professional industry, and they can become extremely big advocates.”
For Glamsquad, the benefits are simply having access to Dyson’s advanced technology. The Supersonic, which retails for $400, is said to dry hair faster, quieter and with less damage than conventional dryers. “The features can add so much to our service,” said Giovanni Vaccaro, creative director at Glamsquad. “The dryer is quiet…[our stylists] are going into clients’ offices, homes, hotel rooms. We don’t want to disturb the environment, and we also want to engage with our clients. The dryer allows for a quick dry time…that idea that we can get out the door.”
You May Also Like
Glamsquad has partnered with brands before — it carries Kérastase as its exclusive hair product partner — but is considering the Dyson partnership its most significant to date. “It’s going to take our services to the next level,” said Vaccaro.
Dyson is planning to launch a professional stockkeeping unit of the Supersonic dryer later this year, with different concentrator attachments that allow the hairstylist to get closer to the hair shaft. The pricing strategy will be different, but Dyson declined to talk specifics.
Glamsquad is currently in expansion mode. Earlier this summer, WWD reported the brand is adding new markets under chief executive officer Amy Shecter. Glamsquad declined to talk specific locations, but industry sources speculated the company is looking at Washington, D.C., Dallas and Chicago.