1. ITV Report

£299 for a hairdryer - that's what Dyson want you to pay

The Dyson Supersonic is the company's first personal care product Photo: Dyson

Wiltshire based tech company Dyson have made a move from hoovers to hair.

The company is best known for it's vacuum cleaners, this is the first time the company have produced a personal care product.

It costs £299 to buy but if you do want to splash out you'll have to wait as it will first go on sale in Japan.

It's powered by a miniaturised air pump in the handle Credit: Dyson

The company argue that the time spent drying hair makes a good quality product worth the money.

What makes this hairdryer different?

  • temperature control to reduce heat damage
  • focussed airflow
  • balanced in the hand

The new appliance was developed in Dyson's research centre in Malmesbury, Wiltshire.

Video credit: Dyson

The specialist research centre in Malmesbury used:

miles of real human hair used in testing
engineers working on the product
years to go from initial concepts to final product
The company spent £50m in research Credit: Dyson