The Dyson Supersonic hairdryer is a lot of things: It's supposedly quieter than the competition, kinder to your hair and even has a revolutionary design that places the 'fan' in the handle.
Above all else though, the Supersonic is expensive. It has a price of £299.
So how do you justify charging twice as much as the average hairdryer?
Well for starters not every hairdryer is born out of four years and £50m of research and development.
With that money Dyson built themselves an entire research lab dedicated to hair research and also spent £40,000 on natural hair tresses - creating a global shortage in the process.
This might be then, the most over-engineered hairdryer you've ever seen.
The Supersonic take Dyson's tiny V9 brushless pump motor and places it in the handle, this then sucks in air, triples the airflow and pushes it out using Dyson's circular air multiplier technology that you'll find in their fans.
Then there's the health aspect. Dyson claims that Supersonic is considerably kinder to your hair. It uses a tiny microprocessor to constantly monitor the heat output and the airflow to make sure that what comes out is never capable of causing long-lasting damage.
Finally there's the little things, like the fact that Dyson made sure that every attachment was also a heat shield so you didn't burn your hands every time you tried to change them over.
Or the way the bottom simply twists off to reveal the filter which can then be cleaned.
So has that convinced you? Well Dyson's founder James Dyson believes that haircare is worth the investment.
"We all spend 20-30 minutes every day doing our hair, so you use it an awful lot.
"Not damaging your hair, that's worth a lot of money." he said to the BBC.
Of course this isn't the first time that Dyson has taken their engineering expertise and looked to reinvent the wheel.
The Dyson CSYS is a desk lamp that uses the same technology found on satellites to create a light source that will last for up to 37 years.
The Supersonic will be available in Japan first but will then launch in wider markets including the UK.
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