Despite an atmosphere thick with economic tension, the salon industry still has its eye on superpremium items. The most recent of which is a blow-dryer with a $700 retail price tag, along with a $250 flat iron, both by Sedu. The Icon Prive blow-dryer, which was in development for more than seven years, bills itself as the most technologically advanced dryer in the world, but it really simply aims to change the blow-drying experience for the stylist as well as the consumer. During a presentation at the Yves Durif salon in the Carlyle Hotel, hairstylist Durif said the Icon Prive is the only dryer he can use as he suffers from severe carpel tunnel syndrome caused by years of working with hands. Since it is so light (it weighs 1.05 pounds), he can hold the dryer throughout an entire blowout, Durif said, and since it delivers up to 21,000 RPMs, hair dries very quickly. Durif showed off the dryer’s power by pointing it to the floor and blowing a mound of hair across the salon.


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