Estetica Magazine is the world's leading hairdressing magazine. Founded in Italy in 1946 and published today in over 60 countries around the world, it is a global reference point for professionals working in the hair and beauty industry. Techniques, fashion, education and trends are at the core of every issue of Estetica Magazine. Further information about both the printed and digital versions of the magazine is available at www.esteticanetwork.com
Advertorial stetica UK's Editor-in- One unique experience: EChief, Gary Kelly, recently enjoyed the A visit to Dyson’s Hair experience of a visit to Dyson's state-of-the-art Hair Science Lab at the Science Lab in Malmesbury, company's head office esteablishment in Malmesbury. Wilts. to reveal the This company which has become a household name in recent years, secrets behind the amazing was founded in 1993 by Sir James Dyson, who remains Chief Engineer Dyson Supersonic TM . and Chairman. From its first tentative steps into the world of vacuum cleaner research, Hair goes Dyson's portfolio of household and industrial equipment has grown to include the chordless cleaner, the robot cleaner, the airblade hand supersonic! dryer, lighting systems, cooling fans and fan heaters, humidifiers, purifiers and (this is where we come in!) the Dyson Supersonic hairdryer. With goods exported from the UK to 75 markets around the world, it's impossible to look at the Dyson brand in any depth without discussing numbers: Dyson is a family company with more than 9,000 employees worldwide; in 2016 it had a turnover of over 3 billion dollars and sold 13 million units globally, archiving growth of over 25% per year. By 2020, more than 12,000 employees are projected to be working for the company and its turnover is expected to top $7 billion. Also, Dyson recently inaugurated its Technology Centre in Singapore and has announced the acquisition of the Hullavington airfield to build a second technology campus, increasing the impact of Dyson in the United Kingdom by ten fold. This new campus will allow Dyson to continue to create highly skilled jobs, attracting the brightest minds from around the world. RESEARCH AND DEVELOPMENT Dyson’s So how do these signficant establishment in the heart of investments and technological the Wiltshire investments relate to the hair countryside, which houses industry? Our visit to the research the company’s and development laboratories Hair Science Lab. revealed the secrets behind the 102 innovation
Dyson Supersonic, the hairdryer which has quickly achieved cult status by hair professionals and clients alike. Dyson engineers - no fewer than 103 working on this project alone - analysed the structure of the hair shaft from root to tip in order to understand how it reacts under sources of stress and to understand how to keep it healthy and conditioned. Over a period four years they tested their prototypes - around 600 in all - on all different types of hair, to mechanically simulate drying techniques, some of which may vary from country to country. If you laid the hair strands so far tested end-to-end they would reach the phenomenal length of 1,625 kilometres! Dyson has also invested many millions of pounds in research on the science of hair and on problems related to traditional appliances, with the aim of developing an optimised concept: the hairdryer handle rather than the head. The result is a perfectly balanced, incredibly silent device - the Dyson engineers have actually managed to apply the science of sound to the engine, bringing it up to an acoustic frequency that is higher than the range that can be heard by the human ear! Hairstylists who have already used the Supersonic backstage at some of the most prestigious fashion shows on the planet particularly appreciate Dyson's patented Air Multiplier technology. Thanks to this technology, the volume of air sucked into the engine is tripled, producing a high pressure and high speed jet. A targeted air jet, at an angle of 20° provides a perfectly controlled and accurate handling technique, making it possible to both dry and style the hair in one simple step. Fast, accurate and intelligent: the Dyson Supersonic hairdryer! a silent, fast, light and intelligent hairdryer. Just like in the case of Dyson's other major technological achievements, the engine is at the heart of the new Supersonic's outstanding performance. The bespoke Dyson V9 digital engine is up to eight times faster, while weighing half that of the average engine in a traditional hairdryer. Furthermore, as it's designed specifically to be powerful but compact, the Dyson digital engine is small enough to fit into (right): Company founder, James Dyson, with the Dyson Supersonic hairdryer. (above): Research scientists working at the Dyson laboratories.