HEAT on HOLD

Ina rare interview with Sir James Dyson, digital editor Janice Sim discovers more about the inventor’s newest game-changing hairdryer.

- Janice Sim

I don’t allow the word ‘brand’ to be used in the company at all. Because a brand is what you think of yourself. And we don’t like to think about ourselves,” addresses Sir James Dyson. We’re in Seoul sitting in a light-filled conference room that is buzzing with excitement just after the global launch of Dyson’s latest innovation, the

Supersonic Nural. It’s a hairdryer that has once again outsmarted its Supersonic predecessors. The new product’s trademarked Nural sensor technology protects your scalp by reducing the heat from low to high according to the distance the machine is from your head.

Dyson continues: “We think about products. So if people know us from our products, whether in the performance of our product, what it does and how it looks after you, that’s all that is important.” Perhaps it’s this laser-sharp focus that has propelled Dyson to be one of the leading companies of the world.

With every emerging piece of technology, the Singaporebased company proves why it dominates the appliance market with no signs of slowing down. Just two weeks before the grand reveal of the Supersonic Nural, the company unveiled the Airstrait, which makes use of high-pressure air, as opposed to heated plates, to smooth and dry wet hair into a sleek and straight style. Its main underlying motive? To eliminate heat damage and aid in healthier and shinier hair over time.