DUBAI: Alongside a roster of new product launches, technology company Dyson is expanding in Saudi Arabia due to an “increasing demand for high-performance technology,” a spokesperson told Arab News.
In the haircare field, the recent launches of the Dyson Supersonic r™ hair dryer — smaller, lighter and more maneuverable than the original Supersonic™ hair dryer — and its limited-edition haircare colorways have made headlines in the international beauty industry. And when it comes to Saudi Arabia, the most recent opening in Jeddah’s Red Sea Mall is part of a planned slate of stores in the country with another set to open this summer.
“With Saudi’s Vision 2030 there is an increased investment in technology, retail, and infrastructure, so now is the ideal time to deepen Dyson’s presence and make our advanced engineering solutions more accessible to consumers,” the representative said, before noting the “appetite for cutting-edge solutions in the Kingdom.”
According to Dyson, customers at the brand’s stores in Riyadh, Dammam and Jeddah are looking for high performance technologies that tackle problems like air pollution and dust. Floorcare and environmental care products also resonate with customers given the environment in the region, particularly the HEPA air purifiers, according to the brand.
When it comes to hair styling, heat damage, stickiness, brittleness and crunch are issues customers are most keen to tackle, with the “Dyson Airwrap™ i.d. multi-styler and dryer quickly becoming a fan favorite for styling.”
The interest in haircare is something Dyson has taken note of in the Kingdom, with the latest store in Jeddah featuring two private styling stations and a wash basin for veiled buyers who wish to try products including the Supersonic Nural™ hair dryer, the Dyson Airstrait™ and Dyson Corrale™ cord-free straightener, among others.
“We offer personalized styling sessions at Dyson Demo Stores, where (customers) can learn how to maximize the performance of our products,” a Dyson representative explained.
