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 worth blow-dries easy. All hairstyles start with a blow dry, so taking time to create a smooth and frizz-free base before you curl or straighten is step one on the way to hair perfection. The ionic Proluxe hairdryer is your key to frizz free shine, with 90% more ions working to smooth hair cuticles for a healthy looking and flawless finish. Longer Lasting Styles Modeled 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.