¹ Technical test in a lab on frizzy hair, vs. naturally dried hair
² Extreme heat damage is a fractional wet tensile strength reduction per cycle above 0.005, measured over at least 100 cycles on brown Caucasian hair (a “Strength Reduction”)
³ Technical test in a lab on brunette hair, measured vs. naturally dried hair 
⁴ no thermal hair damage detected after 100 cycles of 4 passes on thoroughly towel-dried hair. 
⁵ technical test in a lab on brunette hair, measured vs naturally dried hair

⁶ Vs. ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.

⁷ consumer testing, Jan’22. 86% of 142 consumers agreed their hair lasted 24 hours after styling and 73% agree ghd chronos created superior looks vs their current straightener.

⁸ no thermal hair damage detected after 100 cycles of 4 passes in wet to style mode vs naturally dried hair

⁹ Based on ownership of an electrical straightener, 38% of 1540 people surveyed owned a ghd straightener. Brand ownership study conducted Jan-Feb 2024 across straightener brands.

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