Dyson has revealed its first personal care product - a hairdryer that it says is quieter and less damaging to hair than a conventional machine. It is the first hairdryer powered by a miniaturised air pump in the handle, using the same airflow principles as Dyson's desk fan products.The company said it had invested £50m in the development of the device. However, the £299 price tag makes it at least twice as expensive as salon-grade dryers made by rival manufacturers. "People do spend a lot of money to take care of their hair," said Thidathip Tawichai, analyst at Euromonitor International. "People in developed markets usually look after their personal care more and buy more expensive products. "But £300 is very expensive and a lot to invest in a hairdryer. People like to follow fashions and spend a little money trying different things," she told the BBC.