Technology company Dyson has named Deepika Padukone as its new hair care technologies brand ambassador, as the Singapore-headquartered company looks to make further inroads in Asia.
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Through the partnership with the Indian actress, Dyson said it aims to “increase awareness around the importance of maintaining hair health, while continuing to drive relevance for Dyson’s technologically advanced styling tools,” according to a press release.
As hair care technology ambassador, Padukone will promote the iconic Dyson Air Wrap, among other hair care tools produced by the brand.
“We are pleased to partner with Deepika Padukone. Combining cutting-edge engineering and forward-thinking design, Dyson hair care technologies have and will continue to revolutionize the way we care for and style our hair,” said Ankit Jain, managing director, Dyson India on the partnership.
“Our association with Deepika will further amplify conversations on versatile, healthy everyday styling suited for all hair types.”
Having inked ambassadorships with luxury fashion brand Louis Vuitton, and high-end jeweller Cartier, the partnership sees the Bollywood star enter the hair technology space.
“I’ve always believed that a hairstyle can make or break a look,” said Padukone.
“Dyson’s commitment to innovation and focus on delivering advanced technology for healthier hair styling has always resonated with me and I truly believe that this association will inspire people to achieve superior hair styles while also caring for the health of their hair.”
The Dyson’s ambassadorship news comes on the back of two new store openings in Malaysia in April, as the UK-founded company looks to make further inroads in Asia.