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Would You Spend $700 For A Blow Dryer?

Despite the hair care industry is currently struggling with mounting economic tension, Sedu is introducing the Icon Prive blow-dryer with a $700 retail price tag.  They are also introducing a $250 flat iron.  Both of these items are considered super premium items.

The blow-dryer, said to have been in development for more than seven years, advertises itself as the most technologically advanced blow-dryer in the world.  The goal of the Icon Prive blow-dryer aims to change the blow-drying experience of the professional hair stylist as well as the hair consumer.

The dryer, which is very light, weighs 1.05 pounds and is ideal for professional hairstylists who have challenges from using their hands and arms.  The dryer delivers up to 21,000 RPMs so that hair dries rapidly.

The dryer has also been wired to use 2,300 watts of power; a transformer ensures that Icon Prive uses 70 percent less electricity than other dryers. The dryer, which was made in France, was built to withstand 10,000 hours of motor life, making it useful to a stylist for almost eight years. The dryer comes with a six-year warranty.

Sedu’s Icon Prive also has 18 temperature speeds, an ionic on/off switch so that sleek or voluminous looks are only a click away and a CoolHand nozzle, which is patented.

Sedu also launched an iron, which uses a digital display, weighs 0.5 pounds, has finger grips and uses ceramic tourmaline plates for a high shine, gloss finish.

The plates “float” so they bend with the hair and the shape of the iron. Items ship to salons in September and will also retail exclusively at Neiman Marcus, neimanmarcus.com and Bergdorf Goodman.

While industry watchers are expecting professional hairstylists to consider acquiring the pricey hair tools, consumers may be more reticent in light of the current economy.

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