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Sedu to Sell $700 Blow-Dryer

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.

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.

 

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.

 

“The transformer is what is revolutionary. Everything else is on top,” said Durif, who replaced all the dryers in his salons with his new favorite.

 

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.