Vacuums, hair dryers… toothbrushes? I asked Jake Dyson how the brand decides what gets to be a Dyson product

It had been a while since Dyson had genuinely surprised us with a product launch, but then the brand unveiled its first toothbrush.

<![CDATA[ <article> <p>It had been a while since Dyson had genuinely surprised us with a product launch, but then the brand unveiled its first toothbrush. Dyson is already a familiar name in personal care, thanks to its now well established hair-styling gadgets, so a move into oral care wasn't entirely left-field. Still, when the <a href="https://www.techradar.com/health-fitness/oral-health/what-you-have-there-is-essentially-a-usd70-000-piece-of-lab-equipment-in-a-handheld-consumer-product-jake-dyson-shares-the-design-secrets-of-the-brands-new-mouthwash-squirting-toothbrush-and-the-company-explains-why-some-early-models-had-problems">CameraJet</a> made its debut, it was still quite the swerve – taking Dyson from the dressing table to the bathroom sink. </p><div><blockquote><p>The first product has to be radically different... otherwise we wouldn't consider it</p><p>Jake Dyson</p></blockquote></div><p>When I caught up with Jake Dyson — son of founder, James, and Dyson's chief engineer — at the brand's Unveiled event, I wanted to know what prompted such a move. And, more broadly, how a brand might end up with such a twisty, turny product roadmap. </p><p><em>(For clarity, throughout this article I'll be using "Dyson" to mean the brand, and "Jake" to mean the person.)</em></p><p>So, if a toothbrush can become a Dyson gadget, is there <em>anything </em>that couldn't be? "No, it doesn't," Jake declares. "It has to be radically different."</p><p>He expands: "The first product has to be radically different, and have performance claims, and a difference against a competitor by a magnitude; otherwise, we wouldn't consider it." </p><figure class="van-image-figure inline-layout" data-bordeaux-image-check ><div class='image-full-width-wrapper'><div class='image-widthsetter' style="max-width:6229px;"><p class="vanilla-image-block" style="padding-top:56.25%;"><img id="rqAyBXE5v2SFXprrJZjKYM" name="IMG_9195.jpg" alt="Dyson Supersonic hair dryer with attachments on countertop" src="https://cdn.mos.cms.futurecdn.net/rqAyBXE5v2SFXprrJZjKYM-1920-80.jpg" mos="" align="middle" fullscreen="" width="6229" height="3504" attribution="" endorsement="" class="inline"></p></div></div><figcaption itemprop="caption description" class=" inline-layout"><span class="caption-text">Remember when every hair dryer didn't look like this? </span><span class="credit" itemprop="copyrightHolder">(Image credit: Future)</span></figcaption></figure><p>In short, the brand isn't interested in having a go at anything; it wants to make a splash in markets that have grown stagnant. The launch of the first Dyson Supersonic hair dryer in 2016 is a great example — it blew new life into a market that had barely seen change in decades. </p><p>And the CameraJet is far from your average toothbrush. It's kitted out with a camera that will stream a live view of the inside of your mouth back to you, and is trained to recognize gaps in your teeth and shoot water/mouthwash at them, to take care of flossing. Whether or not it enjoys the success of the Supersonic remains to be seen, but it certainly checks that "radically different" box. </p><h2 id="striving-for-perfection">Striving for perfection</h2><p>The potential to shake things up is essential, but before a new-category product is launched, other criteria must be met. "It's got to work properly," asserts Jake. "I mean, we probably could have launched [the CameraJet] two years ago, but it wouldn't have hit every gap perfectly, and that's not acceptable." </p><div><blockquote><p>If we're going to go into a new area, then we'll do that knowing that we've got more products behind it</p><p>Jake Dyson</p></blockquote></div><p>It's unfortunate then that shortly after our conversation, <a href="https://www.techradar.com/health-fitness/oral-health/what-you-have-there-is-essentially-a-usd70-000-piece-of-lab-equipment-in-a-handheld-consumer-product-jake-dyson-shares-the-design-secrets-of-the-brands-new-mouthwash-squirting-toothbrush-and-the-company-explains-why-some-early-models-had-problems">reports of CameraJet faults began rolling in</a> from early adopters. Dyson has blamed this on an isolated production issue that's now under control, so I'll give the company the benefit of the doubt in this instance. </p><p>Barring any further hiccups, you should expect more unusual oral care products to also be hitting the market before too long; Jake's third golden rule is that you never launch with just one product. "If we're going to go into a new area, then we'll do that knowing we've got more products behind it," he tells me. </p><p>When pushed if he means further iterations, he clarifies the brand aims for "expansion in that category, quite quickly", and confirms it will start with a roadmap of multiple products. </p><h2 id="doubling-up">Doubling up</h2><p>Breaking new markets is an expensive business, but Jake is savvy about not wasting effort. "I think you try not to do things twice that take an awful long time and a lot of investment," he says. "You try to use it again in another product."</p><p>He talks about innovations that the brand wants to "platform". A great example is the shrunk-down mechanics and battery system that Dyson developed for its <a href="https://www.techradar.com/home/hair-care/dyson-airwrap-i-d-review">Airwrap</a>, and which also appears in its <a href="https://www.techradar.com/home/hair-care/dyson-supersonic-r-hair-dryer-review">Supersonic r hair dryer</a>. A version of it is used in the <a href="https://www.techradar.com/home/hair-care/dyson-just-revived-its-corrale-straightener-and-by-shrinking-it-down-and-adding-an-ingenious-cooling-attachment-its-turned-it-into-a-tool-im-actually-excited-about#full-of-hot-air-3">brand's new hot brush</a>, and it also features in the <a href="https://www.techradar.com/home/vacuums/dyson-pencilvac-fluffycones-review">PencilVac</a> and now the <a href="https://www.techradar.com/home/vacuums/dyson-pencilwash-review">PencilMop</a>.</p><figure class="van-image-figure inline-layout" data-bordeaux-image-check ><div class='image-full-width-wrapper'><div class='image-widthsetter' style="max-width:1920px;"><p class="vanilla-image-block" style="padding-top:56.25%;"><img id="hJFWmvW3appZTjvxrgN3QQ" name="split-image-1920" alt="Dyson Supersonic r hair dryer (left) and PencilVac, shot in TechRadar's studio" src="https://cdn.mos.cms.futurecdn.net/hJFWmvW3appZTjvxrgN3QQ-1920-80.jpg" mos="" align="middle" fullscreen="" width="1920" height="1080" attribution="" endorsement="" class="inline"></p></div></div><figcaption itemprop="caption description" class=" inline-layout"><span class="caption-text">Dyson's shrunk-down mechanics are now used across multiple products </span><span class="credit" itemprop="copyrightHolder">(Image credit: Future)</span></figcaption></figure><p>As for exactly how the innovations make their way across team lines, it isn't a defined process. "It happens naturally. You cross-pollinate, you join the dots. 'If we put that with that, we could do this.'," says Jake. "And as a company, we're getting much better at predicting that before we do it." </p><p>He explains that this cross-pollination will also sometimes highlight the gaps that Dyson needs to fill. "It makes us realize there are other technologies we need to develop ourselves — which we are, behind the scenes — to enable us to go into those new areas and do something better than anyone else."</p><p>What "radically different" products might be on the horizon at Dyson? I'll be watching with interest.</p><h2 id="dyson-product-tour">Dyson product tour</h2><p>Here's a quick rundown of some of Dyson's newest releases — hit the View Details button to read more about each one.</p> <div class="featured_product_block featured_block_standard" data-id="9b43169c-c3bc-11f1-a3b5-abc08d75fe1a"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/mLMfbLsksbcb4eiUC4gpoi.jpg" alt="Dyson R1 Nurovi Dry Robotic Vacuum"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">R1 Nurovi Dry</div> </div> <div class="subtitle__description"> <p><p><strong>Read more:</strong> <a href="https://www.techradar.com/home/robot-vacuums/the-dyson-r1-is-my-quiet-hero-of-the-brands-new-robot-vacuum-range-and-its-senior-design-manager-explains-why-its-the-small-effective-option-that-people-who-dont-trust-mopping-vacs-have-been-crying-out-for">The Dyson R1 is my quiet hero of the brand's new robot vacuum range — and its senior design manager explains why it's the "small, effective" option that people who "don't trust" mopping vacs have been crying out for.</a></p></p> </div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="9b431750-c3bc-11f1-9891-91f3aa2142ba"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/rTUM5ci6MQ4JuH5Gecu2Zj.jpg" alt="Dyson R2 Nurovi Wash+Dry robot vacuum"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">R2 Nurovi Wash+Dry</div> </div> <div class="subtitle__description"> <p><p><strong>Read more:</strong> <a href="https://www.techradar.com/home/robot-vacuums/weve-ruined-many-of-james-persian-rugs-over-the-years-dyson-designer-shares-the-development-secrets-of-the-brands-new-robovac-lineup">"We've ruined many of James' Persian rugs over the years" — Dyson designer shares the development secrets of the brand's new robovac lineup</a>.</p><p><strong>Learn about the R3 model (not yet on sale):</strong> <a href="https://www.techradar.com/home/robot-vacuums/itll-light-up-your-home-like-a-bowling-alley-dysons-new-nurovi-robot-vacuum-has-a-uv-light-to-show-up-invisible-spills-and-im-not-sure-im-ready-to-see-whats-on-my-floors">"It will light up your home like a bowling alley" — Dyson's new Nurovi robot vacuum has a UV light to show up invisible spills, but I'm not sure I'm ready to see what's on my floors</a>.</p></p> </div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="9b431840-c3bc-11f1-8660-ff705781e15f"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/DxTPogwZwWgart29mrxrV6.jpg" alt="Dyson CameraJet toothbrush"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">CameraJet</div> </div> <div class="subtitle__description"> <p><p><strong>Read more:</strong> <a href="https://www.techradar.com/health-fitness/oral-health/what-you-have-there-is-essentially-a-usd70-000-piece-of-lab-equipment-in-a-handheld-consumer-product-jake-dyson-shares-the-design-secrets-of-the-brands-new-mouthwash-squirting-toothbrush-and-the-company-explains-why-some-early-models-had-problems">"What you have there is essentially a $70,000 piece of lab equipment in a handheld consumer product": Jake Dyson shares the design secrets of the brand's new mouthwash-squirting toothbrush — and the company explains why some early models had problems.</a></p><p><strong>Review: </strong><a href="https://www.techradar.com/health-fitness/oral-health/dyson-camerajet-review">This game-changing toothbrush offers liquid flossing, precision-brushing, and a camera that doubles as a dental endoscope — I tried it for a week.</a></p></p> </div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="9b4318e0-c3bc-11f1-b467-89fecaf5ab76"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/GAf4VL8qXgicJN7tLzoWeK.jpg" alt="Dyson Spot+Scrub AI robot vacuum"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">Spot+Scrub Ai Robot Vacuum</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star half"></span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="70" /></span></div> </div> <div class="subtitle__description"> <p><p><a href="https://www.techradar.com/home/robot-vacuums/dyson-spot-scrub-ai-review">Read our full review</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Good hardware</li><li class='list-item list-item-pros'>Great at little-and-often cleaning</li><li class='list-item list-item-pros'>Excellent self-cleaning</li><li class='list-item list-item-pros'>Smart obstacle avoidance</li><li class='list-item list-item-pros'>Auto vacuuming works well</li><li class='list-item list-item-pros'>Bagless design</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Some navigation issues</li><li class='list-item list-item-cons'>Unreliable self-empty</li><li class='list-item list-item-cons'>Loud in every mode</li><li class='list-item list-item-cons'>Large vacuum and dock</li><li class='list-item list-item-cons'>Hair wrap on roller</li><li class='list-item list-item-cons'>Transparent bins display dirt</li></ul></div></div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="61f71872-c3bf-11f1-b00c-738727019ff5"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:133.33%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/v2/t:29,l:72,cw:519,ch:692,q:80/bYEAuExjRcWaGMwxqLHSKi.jpg" alt="Dyson HushJet Mini Cool Fan in blue, red, and white"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">HushJet Mini Cool Fan</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="100" /></span></div> </div> <div class="subtitle__description"> <p><p><strong>Read more: </strong><a href="https://www.techradar.com/home/air-quality/dyson-hushjet-mini-cool-review">The Dyson HushJet Mini Cool is the powerful personal fan you won't want to live without this summer — and it's surprisingly reasonably priced, too</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Powerful concentrated air flow</li><li class='list-item list-item-pros'>Runs for up to 6.5 hours on a single charge</li><li class='list-item list-item-pros'>Stylish, unusual design</li><li class='list-item list-item-pros'>Significantly cheaper than closest competitor</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Air intake holes are easy to cover with your hand when holding</li></ul></div></div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="61f718f4-c3bf-11f1-8e01-29f13f637036"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:125.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/TD4NZUNbZLtfRpHG5QJorZ.jpg" alt="Dyson Supersonic Travel hair dryer"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">Supersonic Travel</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="80" /></span></div> </div> <div class="subtitle__description"> <p><p><strong>Read more: </strong><a href="https://www.techradar.com/home/hair-care/dyson-supersonic-travel-review">The Dyson Supersonic Travel is proof you don't have to sacrifice hair health on holiday</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Fast drying for a compact dryer</li><li class='list-item list-item-pros'>Impressively light</li><li class='list-item list-item-pros'>Universal auto-voltage (100–240V)</li><li class='list-item list-item-pros'>Intelligent heat control</li><li class='list-item list-item-pros'>Compatible with Supersonic Nural attachments</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Reduced airflow versus full-size</li><li class='list-item list-item-cons'>No travel case included</li><li class='list-item list-item-cons'>Only one attachment in the box</li><li class='list-item list-item-cons'>Price sits at the very top end of the travel dryer market</li></ul></div></div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="957a3ae8-c3c0-11f1-b507-a13eedf642ae"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/x2HcZJ8HrmfwVachqu8xkE.jpg" alt="Dyson PencilWash"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">PencilWash Wet Floor Cleaner</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star half"></span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="90" /></span></div> </div> <div class="subtitle__description"> <p><p><a href="https://www.techradar.com/home/vacuums/dyson-pencilwash-review">Read our full review</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Extremely lightweight</li><li class='list-item list-item-pros'>Comfortable and easy to use</li><li class='list-item list-item-pros'>Effective wet and dry cleaning</li><li class='list-item list-item-pros'>Super flexible articulated floorhead</li><li class='list-item list-item-pros'>Compact size is ideal for small homes</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Costs the same as a good wet/dry floor cleaner</li><li class='list-item list-item-cons'>Doesn't reach right to the edge of baseboards</li><li class='list-item list-item-cons'>Dirty water tank can be messy to empty</li></ul></div></div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="957a3b9c-c3c0-11f1-bc78-fd9cbb93b1fd"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:100.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/YWdvsC5zczn6RyVtQAhnwL.jpg" alt="HushJet purifier"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">HushJet Purifier Compact</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="80" /></span></div> </div> <div class="subtitle__description"> <p><p><a href="https://www.techradar.com/home/air-quality/dyson-hushjet-compact-air-purifier-review">Read our full review</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Super fast reaction times</li><li class='list-item list-item-pros'>Whisper-quiet</li><li class='list-item list-item-pros'>Covers very large rooms</li><li class='list-item list-item-pros'>Easy-to-use app</li><li class='list-item list-item-pros'>Five-year electrostatic filter life</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Expensive for purifying only</li><li class='list-item list-item-cons'>Larger than its 'compact' name suggests</li><li class='list-item list-item-cons'>Very limited on-device controls</li><li class='list-item list-item-cons'>No carry handle</li></ul></div></div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="957a3c50-c3c0-11f1-a04b-5b9ab1f585dc"> <a href="https://www.dyson.co.uk/vacuum-cleaners/cordless/v16-piston-animal/submarine-black-copper" data-model-name="Dyson V16 Piston Animal Submarine" data-model-brand="" ><div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:150.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/NpbwW5r2U2wEMxPimSarrL.jpg" alt="Dyson, V16 Piston Animal Submarine"></p></div></a> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">V16 Piston Animal Submarine</div> </div> <div class="subtitle__description"> <p><p><a href="https://www.techradar.com/home/vacuums/dyson-v16-piston-animal-cordless-vacuum-review">Read about the regular version in our review</a></p></p> </div> </div> </div> <div class="featured_product_block featured_block_standard" data-id="957a3ce6-c3c0-11f1-a810-3b74eaa5270a"> <div class='product-image-widthsetter'><p class='vanilla-image-block' data-bordeaux-image-check style='padding-top:100.00%';><img style="width: 100%" class="featured_image" src="https://cdn.mos.cms.futurecdn.net/ZvTGryU2yMoiBzq58NaCXX.png" alt="Dyson PencilVac Fluffycones"></p></div> <div class="featured_product_details_wrapper"> <div class="featured_product_title_wrapper"> <div class='featured__brand'>Dyson</div> <div class="featured__title">PencilVac Fluffycones</div> <div class="stars__reviews"><span itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating" class="chunk rating"><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star"> </span><span class="icon icon-star half"></span><meta itemprop="bestRating" content="100.0" /><meta itemprop="worstRating" content="0.0" /><meta itemprop="ratingValue" content="90" /></span></div> </div> <div class="subtitle__description"> <p><p><a href="https://www.techradar.com/home/vacuums/dyson-pencilvac-fluffycones-review">Read our full review</a></p></p> </div> <div class="pro-con"><div class="list-pros-wrapper"><h4 class="list-pros-label">Pros</h4><ul class="list-pros"><li class='list-item list-item-pros'>Ultra-light and extremely compact</li><li class='list-item list-item-pros'>Very nimble and maneuverable</li><li class='list-item list-item-pros'>Soft rollers excellent on hard floor</li><li class='list-item list-item-pros'>Compression maximizes bin capacity</li><li class='list-item list-item-pros'>Lasers illuminate hidden dirt</li><li class='list-item list-item-pros'>Useful screen counts down runtime</li></ul></div><div class="list-cons-wrapper"><h4 class="list-cons-label">Cons</h4><ul class="list-cons"><li class='list-item list-item-cons'>Not the most powerful suction</li><li class='list-item list-item-cons'>Angled floorhead awkward for edges</li><li class='list-item list-item-cons'>Not suitable for carpet</li><li class='list-item list-item-cons'>Still rather a small bin</li><li class='list-item list-item-cons'>Particles get stuck in bin casing</li></ul></div></div> </div> </div> </article> ]]>