What: John Lewis has launched an in-store hologram activation at its Oxford Street flagship to mark Dyson's entry into oral care with its £420 CameraJet toothbrush.

Why it is important:  It reflects how department stores partner with manufacturers entering entirely new categories, using flagship real estate to generate buzz and credibility for a brand's first move into unfamiliar territory.

Dyson unveiled the CameraJet earlier this month, a toothbrush that films the inside of users' mouths as they brush, offering what the company calls "coverage mapping and personalised feedback." Dyson said the device took six years to develop, with its research showing that people consistently miss plaque between their teeth. Founder and chief engineer James Dyson said the goal was to solve three problems at once: helping users see the gaps they miss, remove plaque more effectively, and improve overall cleaning performance while brushing.

John Lewis is marking Dyson's entry into this new category with a dedicated in-store display, including a pop-up in the bathroom area of its Oxford Street store. Shoppers entering through the Holles Street entrance will be able to see a projection. John Lewis said it wanted to "deliver something disruptive to bring breakthrough technology like this to life" and create "a genuine moment of discovery" for customers.

IADS Notes:  The Dyson hologram activation extends a pattern of premium-positioning moves John Lewis has pursued over the past year. The retailer's revamped stores already carry a "premium" retail media proposition designed to attract high-end advertisers and elevate the customer journey through its first-party data and expanding portfolio of exclusive brands (Retail Week, November 2025). That same period saw John Lewis build a direct-shipping supplier platform with Mirakl and luxury footwear brand Russell & Bromley specifically to speed the onboarding of premium brands, part of a wider ambition under Peter Ruis to elevate the fashion offering and double the division's business (Fashion United, October 2025). The Dyson hologram fits the same logic in a new category: rather than advertising space or brand assortment, it uses in-store spectacle to stage a premium personal-care launch and reinforce Oxford Street's role as a showcase for high-end category entrants.

John Lewis launches hologram activation with Dyson's £420 toothbrush