Prime Day discounts and Boots' Olaplex deal reshape UK hair care week

Analysis

Dyson dominated the discounting calendar this week. The Airwrap, which rarely goes on sale, was cut by 30% for Prime Day ^[1], while the Airwrap i.d fell to its lowest-ever Amazon price over the same event ^[2]. A wider sweep of Dyson hair care tools was reduced by up to $150 across the weekend, including the Airwrap ^[3]. Dyson also moved into gifting territory with its first-ever Advent calendar, which contains an actual hair dryer ^[4]. On the competitive side, GHD's new hair dryer was found to work fast but to be heavy and expensive in testing ^[5].

Retail distribution shifted too: Boots has added OLAPLEX to its growing brand portfolio ^[6]. Editorial attention remains fixed on cheaper routes to the same styling results, with Woman & Home rounding up six Airwrap alternatives promising salon-worthy styles at a fraction of the price ^[7] and Good Housekeeping testing 19 Airwrap dupes it says will save shoppers hundreds ^[8]. Byrdie, meanwhile, published a nine-strong guide to blow-dryers for natural hair, covering both curls and silk presses ^[9], and Cosmetics Business released a report setting out the top five hair care trends of 2026 ^[10].

UK demand signals are softer than the deal noise suggests. Over the past three months 'hair dryer' averaged 46/100 search interest, dipping to 34/100 in the week of 28 September ^[11]; 'dyson airwrap' averaged 26/100, falling to 18/100 ^[12]; and 'olaplex' averaged 15/100, at 13/100 ^[13]. On YouTube, hair dryer brush reviews drew 90,617 views across eight videos and Airwrap reviews 88,080 across eight ^[14][15], while Shark FlexStyle reviews managed just 220 views across six ^[16].