It all started when…

The Dyson Airstrait was in development, and it was flagged that “Compatible for all” was not in the Product Design Specification. Whilst unintentional, this meant that so Black models & consumers were excluded from all Airstrait campaigns close to launch.

As Dyson haircare’s only Black female engineer at the time, this project was close to home and I was excited to work on it!

The brief:

Understand the needs, behaviours & styling motivations of consumers with curly & coily hair to determine product appeal and advise commercial direction.