Dyson hoping to blow away the competition with €390 hair dryer

After conquering the world of vacuum cleaners, Dyson has expanded into the world of beauty with a hair dryer launch featuring its trademark bladeless fan.

The company has invested €64 million in the £300 (€390) Supersonic hair dryer, which it claims intelligently protects the hair and scalp from heat damage with a glass bead thermistor measuring air temperature 20 times a second.

The bladeless fan eliminates the risk of hair being sucked into the motor, which is tucked into the handle rather than the head of the machine to provide better balance.