Syncly Social Index
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Hair
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Dyson Airwrap on video, September 2026
Dyson Airwrap appeared in 981 short videos in September 2026, and its share of beauty video more than doubled from August (+103%). Most sampled videos were organic blowout tutorials, curls and comedy. Repair, price and learning-curve complaints ran alongside.
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Key numbers
981
short-form videos mentioned it this month
change in share of beauty videos vs. last month
9%
of sampled videos mention it without a caption tag
43%
of sampled organic videos are positive
Most-viewed videos about Airwrap
The most-viewed short-form videos mentioning the product this month.
Share of beauty videos mentioning Airwrap
Monthly share of short-form beauty videos that mention the product, June to September 2026.
What videos say about Airwrap
Blowouts lead (8 of 44 sampled videos), then curls (6) and volume (4). Tutorials range from quick pin curls to a big curly blowout and a stylist explaining how to read the barrel arrows. The top video by views is a detangling hack.
New models drive part of the month: unboxings of the Airwrap i.d., a gifted holiday colorway, and Dyson Korea ads for the Burgundy Wood edition. Dyson's new Airsmooth brush also gets tagged #dysonairwrap, so some Airsmooth videos sit near Airwrap content.
How creators open their videos
Top keywords
What people like
People like the salon-style result at home, shown in a daughter styling her mum and a long-hair blowout. A creator with limb difference curls her hair without using her hands, and another does a 10-minute blowout. One video opens with "Dyson is not worth the money" and then says it is worth it to her.
Praise themes
What people complain about
Complaints are more common here than for most beauty products. A repair shop video about an Airwrap that overheats and shuts off drew 1.4 million views, and one stylist describes a broken unit and a bad return. Others mention a learning curve, like a creator who nearly returned it, the noise in a comedy clip, and a US model that does not work in Europe.
Complaint themes
Alternatives and dupes
Shark FlexStyle came up in 2 of 44 sampled videos: a side-by-side curl test with no winner yet, and a creator who swapped her seven-year-old Airwrap for a new FlexStyle. Across all September Airwrap videos, 29 also name FlexStyle. Cheaper tools win in the dupe videos we sampled: a Revlon brush, a $65 air styler and a TikTok Shop dupe. A full head-to-head belongs on the Airwrap vs FlexStyle page.
Products named as alternatives
Where and who
TikTok carries 62% of September videos, Instagram 35% and YouTube Shorts 2%. 6.3% passed 100,000 views, and the top 10 accounts made under 6% of videos, so attention is broad. Only 9 of 44 sampled videos were sponsored, and two of those were Dyson's own ads. Among organic videos, 43% were positive and 5 of 44 sampled videos were negative. 9% of sampled videos never named Dyson or Airwrap in the caption or tags.
Platforms
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Frequently asked questions
See how your products perform on video
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.