Dyson Launches 'Lighter, Quieter' Hair Dryer, But It Will Cost You

PHILADELPHIA (CBS) -- Dyson is looking to blow consumers away, literally, with its new hair dryer.

Say hello to #Dyson Supersonic™ – the hair dryer as you've never seen it before. https://t.co/8gNVJxe8Qe pic.twitter.com/ysetqQkWip

— Dyson (@Dyson) April 27, 2016

Dyson, most notably known for its vacuum cleaners, announced the Dyson Supersonic earlier this week.

Sir James Dyson tells CBS News the invention is "designed to revolutionize your routine."

"The first thing you notice is very light and very slim and very nicely balanced. The second thing you'll notice when you when you switch it on, and I've just switched it on, is that it's very quiet, so I can carry on talking to you while I'm doing my hair."

The dryer has a retail price of $399.99, which is a pretty penny more than a typical hair dryer.

"People really care about their hair, and they care about their beauty. They don't want to damage their hair," Dyson said. "And they want nice smooth glossy hair. So yes, I think they will pay for it, at least I hope they do."

The Dyson Supersonic hair dryer is expected to launch in September.