Get yourself a 24-hour salon-worthy blow-dry with the PROluxe Hairdryer, and say hello to frizz-freedom with your smoothest results yet. The professional AC motor and OPTIheat technology work together to dry faster, and lock your style in place. Modelled in pearlescent white and rose gold, you can add a touch of luxury to your styling routine. So from the moment you start your day, until the moment you call it a day, you can be confident that your hair will truly stay in place. With intelligent OPTIheat technology and the unique Style Shot feature, the PROluxe dryer cleverly uses heat to shape, sculpt, and lock your style in place. The exclusive styling concentrator shape has been designed specifically to enhance airflow and heat distribution, making salon-worthy blow-dries easy. Luckily, the ionic PROluxe hairdryer is your key to frizz-free shine, with 90% more ions.