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Sedu's $700 Hair Dryer Sets New Records

A $700 Hair Dryer Aims to Blow Away the Competition

The forthcoming Sedu Icon Privé hair dryer sets records in more ways than one. Not only does the $700 dryer hit new heights in retail pricing, it also features a few additional impressive numbers. More than seven years in the making, the lightweight dryer weighs just over one pound, has 18 temperature speeds, and uses 70 percent less electricity than other dryers. The main attractions for stylists investing in this premium tool: speed and size. The Icon Privé's motor works at 21,000 RPM for speedy drying, and the light weight won't aggravate hand and wrist conditions like carpal tunnel syndrome. The dryer goes on sale at Neiman Marcus and Bergdorf Goodman next month, but for a more affordable peek into Sedu's drying capabilities, check out the brand's Pro Ionic Travel Dryer ($64). Despite its small size, it dries hair quickly while eliminating frizz — which is why it's a mainstay in the carry-on bag of yours truly.

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