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Dyson Wants You To Pay Close $699 To Straighten Out Issues

Singapore based vacuum cleaner Company Dyson is having problems launching a new product that is supposed to straighten out issues.

The $699 product designed to halve the damage caused by traditional hair straighteners, the only problem is that the hair product could be delayed in Australia.

Called the Corrale, the product is manufactured in in Malaysia and the Philippines where production has been hit by the coronavirus outbreak.

“It has caused problems, we have some components made in China,” chief executive Sir James Dyson said, adding he was “hoping to overcome” the issue.

Dyson shifted production from the UK to Asia in 2002 and last year announced it was also moving its HQ to Singapore.

The unlock key to the new hair straighteners is flexible copper plates that limit damage by ensuring the hair is more evenly heat-treated.

Justifying the close to $1K price tag Sir James said, “We tend to design a product without compromise, we’re not designing to a price,”.

The product only delivers 30 minutes of battery life from a 70-minute charge and depending on usage will last up to six years.

Observers have already picked up issues with the battery life claiming that consumers with thick hair will have a problem due to the short battery life.

One consumer told the BBC “You do get damaged hair and loss of colour from using straighteners – these are legitimate concerns, so if this product does what it says on the tin then it’s impressive.”

Hairdresser Martin Carter said he would not be buying the Corrale for his Brighton hair salon.

“I would not go down the route of spending $900 on a straightener, when there are already other products on the market, like Kerastase, that treat and straighten the hair,” he said.

A key competitor is L’Oreal who make similar claims to Dyson with their Steampod 3.0 product.

Like the Corrale, it has three heat settings but has to be plugged in to a power supply and requires de-ionised water.

In its review of the Steampod 3.0, Good Housekeeping noted while the steam made styled hair feel “hydrated”, it was also noisier than other straighteners and some found it “time consuming” to set up.

Dyson moved into the beauty technology space in 2016 with the launch of a $500 hairdryer.

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