¹Vs ghd Max. Technical test in lab show ghd Chronos max is 3X faster to achieve same high level of frizz reduction on frizzy tresses 
²Consumer testing, Nov’23. 82% of 112 consumers agreed ghd chronos max gave 24-hour lasting style
³Technical test in a lab on brunette hair, measured vs. naturally dried hair
⁴Technical test in a lab on frizzy hair, vs naturally dried hair  
⁵Extreme heat is any heat treatment causing fractional wet tensile strength reduction per cycle greater than 0.001, measured over at least 100 cycles on brown Caucasian hair (a "Strength Reduction"). Extreme heat damage is a Strength Reduction of more than 0.005 
⁶Vs ghd gold 
⁷Technical test in a lab on wavy hair, vs naturally dried hair