This paper analyzes the role of digital marketing in effectively positioning innovative products in the market through the example of the Dyson Airwrap device. Digital marketing comprises a set of marketing activities conducted through digital channels and technologies to promote products, services, or brands. On the other hand, innovations represent the process of creating new ideas, products, services, or technologies that add value to the market. Innovations typically result in changes to existing products or the creation of something entirely new that can better or more efficiently meet user needs. The connection between digital marketing and innovation is crucial in modern business. Digital marketing provides a platform for promoting innovative products, enabling companies to reach a broader audience and highlight the advantages of their innovations. Therefore, the combination of digital marketing and innovation is key to achieving a competitive advantage and success in the contemporary market. Using the specific example of the Dyson Airwrap device, this paper analyzes how Dyson successfully applied digital marketing strategies in launching an innovative product in the market. By leveraging digital platforms, the company achieved a high level of engagement with its target audience, consequently delivering exceptional market results. It's important to note that Dyson employs digital marketing as a standard practice for promoting all its products that represent innovations in the market.