A partnership driven by beauty innovation
To support the launch of the Dyson Airwrap i.d™, Dyson partnered with John Lewis & Partners to design an immersive and engaging retail experience, positioned at the crossroads of technological innovation and personalised beauty.
In a market where real-life product trials have become a powerful driver of conversion, the challenge was clear: to offer consumers the opportunity to experience the product’s performance in a premium and tailored environment, while reinforcing Dyson’s position as a leading brand in the high-end beauty sector.
A personalized customer experience
To maximize the impact of the campaign, Dyson and John Lewis focused on a consumer-centric in-store experience. The solution leveraged the expertise of Dyson’s professional stylists and the MyDyson™ app, which tailors the use of the Airwrap i.d™ to each customer’s specific hair type.
This guided demonstration journey was designed to bring the product’s personalization promise to life while creating a standout moment within the John Lewis retail environment.
An immersive experience to bring the product to life
Our UK agency, N2O, managed the entire on-site activation, ensuring a smooth experience aligned with the branding of both companies. Customers enjoyed a personalized hairstyling session with Dyson experts, discovering the features of the Airwrap i.d™ in real-life conditions. To enhance the appeal of the activation, each participant received an exclusive £50 voucher towards the purchase of the product. This promotional incentive, combined with the quality of the experience, resulted in a high conversion rate while boosting product awareness among a discerning target audience.
