Shark built its reputation on exceptional vacuums—amazing cleaning tools but limited to that category. Venturing into the beauty market, with its multitude of existing brands and the formidable Dyson Hairwrap as a competitor, was a significant challenge. Fortunately, we were eager to take it on, driven in part by our own desire for a cutting-edge new hairdryer.
Our top strategy was to demonstrate that our hair dryer was on par with, if not superior to, the Dyson Hairwrap. We aimed to reach a broad audience by showcasing how the HyperAir excels with all hair types, from fine and straight to thick and curly.
We hired a renowned hairdresser to test the product, complemented by a variety of testimonials from people with different hair types. Our goal was to provide authentic, real-life feedback rather than just featuring glamorous models flipping their hair. Of course, we included a touch of that too, but our focus was on genuine experiences.
Our key goal for the show open was to engage and excite the viewers by presenting the key features in a fun, tech-driven way.