Hello, this is Korea advertising.
1. Advertising Overview – "Perfect Styling, Double Coanda Effect"
The advertisement is aimed at promoting the latest model of premium hair styling device brand Dyson, Air Lab multistyler Coanda 2x. Jang Won-young, a member of IVE, was selected as an advertising model, and her sophisticated and healthy image matches the high-end sensibility of the product, creating great synergy.
The core messages of the advertisement are 'evolution of the Coanda effect' and 'faster and precise styling'. Dynamic visual beauty emphasizing high-speed shooting, slow motion, and hair movement was used to convey this visually and effectively.
2. Meaning of Model Selection – "Jang Won-young, Harmony of Beauty and Technology"
Jang Won-young is a representative idol of the fourth generation, who has a bright and healthy image and a luxurious atmosphere at the same time. In particular, her rich and glossy hair is a perfect match for hair-related brands. Through Jang, Dyson wanted to convey the message of "technology-based beauty," and she actually doubles the appeal of the product by expressing both elegance and vitality in the advertisement.
In addition, his influence as a global recognition K-POP star is also coupled with Dyson's strategy to expand the Asian market, playing an important role in promoting the brand.
3. Highlight product characteristics – "2x Coanda, half damage"
The commercial aims to give viewers a strong sense of the technical features of the Dyson Air Lab Coanda 2x. Keywords include:
Double-strength Coanda ̆ effect: This technology uses airflow to automatically curl hair, allowing smooth and natural curling without extra heat.
Minimize heat damage: Unlike traditional high-temperature stylers, it can be styled without high temperatures, significantly reducing hair damage.
Multistyler function: One body can produce various styles such as dry, curling, volume, magic, etc.
In advertising, these features, along with concise narration, visually depict the styling process itself and easily imprint them on the consumer.
4. Visual Beauty and Directing – "Hair movement is the main character"
This ad focuses on the **'styled hair'** rather than the product, which naturally communicates technology. Whenever Jang Won-young turns her head, her hair moves like a wave in the air, and the scenes are emphasized in slow motion, backlighting, and luxurious colors.
The background music gives a sophisticated and dreamy feel, and Jang Won-young's gaze processing, hand movement, and use of hair styling devices are edited like a minimal beauty movie to give you a sense of immersion.
5. The reaction and meaning of the ad – "A scene that shook the beauty market"
The advertisement made a big splash in the beauty industry and SNS right after its release. The fact that it is a device used by Jang Won-young attracted consumers' attention, and content that imitates the styling scene in the advertisement has actually spread on YouTube and TikTok.
In addition, as Jang Won-young's image and the Dyson brand fused, the premium message of "the beauty created by technology" was effectively delivered to consumers, and the marketing effect was so successful that Dyson Air Lab was out of stock.
6. Finishing – "Art beyond advertising, trust beyond brand"
Jang Won-young's Dyson Air Lab Coanda 2x ad is regarded as a high-end content that combines technology, beauty and star power beyond simple product promotion. It is an example of advertising that fits well with the product's function visually, the use of models that stimulate consumer emotions, and clear delivery of brand messages.
The message shown in the ad is clear:
"More beautifully, without damage, like Jang Won-young."
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