For a century, the humble paper towel has dominated public toilets. But a new generation of hand dryers has sparked a war for loo supremacy.

By Samanth Subramanian

In the summer of 2005, a Chicago marketing consultant named George Campbell received a tantalising call from a headhunter. Was he open to an interview at Dyson? The company was secretively preparing to launch a new appliance, and it needed a sales strategy for the US: that was all the headhunter would divulge. Campbell was excited; he saw Dyson as “a company with the iconic quality of Apple, and an ability to take a basic product like a vacuum cleaner and make an 80% margin on it”.

He went along to Dyson’s office, a factory-like space with lofty ceilings and timber beams next to the Chicago river. In his first few conversations, he recalled, they wouldn’t even reveal what the product was. Finally, Campbell was told in strict confidence: it was a hand dryer. And he’d thought he was joining Dyson for the glamour. “My heart dropped to my stomach.”