Dyson Supersonic

Objective

We were tasked with raising awareness of the Dyson Supersonic – a revolutionary new hairdryer – and driving consumers to purchase. Our challenge was to take a company famous for vacuum cleaners and desk fans and position them as a beauty authority in order to drive sales of a device with a higher price point than its competitors.

What we did

What we achieved

Content across all platforms reflected the same high editorial standards our beauty coverage is known for and, as a result, readers embraced and interacted with our print supplement and bespoke hub with the same enthusiasm and trust as they do our regular beauty coverage. We successfully helped to launch one of the most significant beauty products of 2016.