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<\/p>\nOnce launched, new products are already old news. \u201cWhat can we do next time to make it faster, quieter, lighter-weight, improve the ergonomics, whatever it is?\u201d Mejia-Montane said.<\/p>\n
Founder and chief engineer Sir James Dyson has a practice of encouraging younger engineers to be in the room and to have the \u201cwrong thinking\u201d and \u201cask questions you wouldn\u2019t normally ask\u201d.<\/p>\n
\u201cEverybody is an engineer, even if you\u2019re not an engineer,\u201d Mejia-Montane said.<\/p>\n
\u201cYou\u2019re encouraged to think like an engineer, which means to take things apart and figure out how to put it back together in a more effective, more efficient way.\u201d<\/p>\n
Despite containing no electric components, Chitosan\u2019s bottle has a distinctly device-like feel, thanks to its magnetic cap and pump that dispenses a precise pea-sized amount. Once applied, the serum feels and acts less like a hairstyling product and more like skincare for hair.<\/p>\n
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Dyson\u2019s hair serum range, Chitosan (pronounced ki-toh-zan).Credit: <\/p>\n
\u201cAll roads always lead to hair health. That\u2019s the one thing that we\u2019ll never compromise,\u201d Mejia-Montane said. \u201cAll of our research is about making sure that every product here is maintaining the integrity of the hair health.\u201d<\/p>\n
Dyson\u2019s haircare foray is its latest attempt to convince critics that it can succeed in markets outside its natural habitat. Not all previous efforts have paid off so far. Dyson\u2019s experiment to build an electric vehicle was scrapped for being not commercially viable, and its noise-cancelling headphones that double as an air purifier have been derided by some as \u201cabsurd\u201d and \u201cridiculous\u201d.<\/p>\n
At $89 per 100ml bottle, the products are priced on the premium end, but Mejia-Montane argues it\u2019s more accessible than purchasing an $849 Dyson Airwrap.<\/p>\n
\u201cIt\u2019s like the person who buys their Chanel lipstick who doesn\u2019t have a Chanel handbag. This is also a way to enter into the brand.\u201d<\/p>\n
Chitosan\u2019s range contains five products: four pre-style creams to be applied to wet hair, ranging from a lighter blend for straight hair to a richer blend for coily hair, and a post-styling serum to hold curls and contain flyaways.<\/p>\n
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Within the company, some secrets are closely guarded. Certain sections of the business are siloed from one another to prevent employees from knowing about research that\u2019s happening in other departments. The company, valued at $US20 billion ($30.5 billion), spends about a fifth of its profit on research and development and spends millions of dollars each year protecting its innovations through patents and litigation.<\/p>\n
James Dyson oversees every aspect of the business\u2019 engineering and product development, from its dimensions of height, weight, design, and even its colours. Purple, which features in many Dyson products, including the Chitosan range, is his wife Deirdre\u2019s favourite colour.<\/p>\n
The 78-year-old\u2019s acumen extends beyond business. Dyson has established its own university, the Dyson Institute of Engineering and Technology, and has a sustainable strawberry farming business. He is estimated to own 35,000 acres of land in Britain.<\/p>\n
\u201dJames is very open to not setting any limit, exploring, looking at areas that have been untapped, problems that he says others have ignored,\u201d Mejia-Montane said.<\/p>\n