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Dyson Open Aussie ‘Beauty Lab’ Store

Dyson has expanded its Aussie retail footprint and opened its first ‘Beauty Lab’ store – offering customers a professional wash and blow dry (plus glass of prosecco) using its hair care tools.

The British vacuum cleaner specialist has continued to grow its beauty portfolio, with its new Airwrap joining its Supersonic hair dryer.

Based in Sydney CBD’s Queen Victoria Building, the Dyson Beauty Lab offers consumers a hair consultation, wash, treatment, styling, massage and complementary drink for $50.

Whilst Dyson is known for its pop-up locations, the Beauty Lab is its first permanent bricks-and-mortart store in Australia.

The store operates daily, with bookings available here.

Customers can choose to buy any of Dyson’s styling tools (with a gifted brush kit, hair dryer stand or woven bag), to receive the hair service for free.

The news comes amid a sluggish retail landscape, and intense direct to consumer competition.

Brands such as Samsung have also continued to expand their dedicated store presence, further threatening traditional retailers.

The Beauty Lab leverages demand for experimental retail outlets, combating the growth of online shopping.

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