Looks stylish, styles hair. Ion technology DOES work to reduce frizz. Results comparable to GHD professional dryer in my opinion. My hair looks shinier, feels softer and is considerably less frizzy than with my old dryer. If you've never used a top quality you'll definitely notice the difference. It's quite big and heavy but dries quickly so I don't find that a problem. I find high heat, medium or high speed gives best results. Overall highly recommended.