By  on December 11, 2009

The newest tools and implements feature futuristic science; eye-catching, ergonomic design; inspired collaborations, and a push toward environmental friendliness. From celebrity hairstylist and Jessica Simpson– BFF KEN PAVÉS comes Professional Styling Tools, designed to create a midlevel price point in the category.“There’s a big jump in styling tools,” says Pavés.“There are drugstore brands with drugstore prices and then there are salon-grade brands with salon-grade prices. I wanted to create a line that offered both the quality and affordable price tag.” The collection, including a hair dryer and curling and straightening irons, launched at Ulta in September, and prices range from $60 to $100.…SULTRA, launching in December, claims to defend hair from thermal stress. Company founder and chief executive officer Dana Story says his goal is to offer products with very specific functions. The Slim Luxe Creative Styling Curved Half-Inch Iron, $225, features Kyocera ceramic technology for even heat distribution and hair protection, and is fitted with both concave and convex plates for waves, curls and flipped-out ends. Available at Sephora, the range includes styling irons and hair dryers, from $95 to $280.…Two new styling irons, both launched in November, put a new twist on straighteners. SALON TECH’s Silicone 450, $200, is being billed as the first to feature strand-conditioning silicone technology. The iron’s red plates, made of a solid form of frictionreducing silicone, heat from zero to 450 degrees in 17 seconds. Meanwhile, COPPOLA DESIGNER HAIR CARE introduced the Stealth Professional Titanium Digital Straightening Iron by Keratin Complex, originally designed to seal in the brand’s shine-infusing Keratin Smoothing Treatment. “Actual particles of silver are put into the titanium plate for minimal friction, even heat distribution and to eliminate static electricity,” says Lisa Loria, media and education coordinator…

This story first appeared in the December 11, 2009 issue of WWD. Subscribe Today.

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