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Product Description Ionpower Blow Dryer uses a continuous stream of natural negative ions that break water molecules down into smaller particles, leaving hair with a replenishment of moisture, more shine, more manageability and increased luster. Natural ion minerals are infused directly into the heating element, heat shield and nozzle making this blow dryer the most advanced and unique in the hair care industry. Feel the difference, IONpower, the ultimate drying experience! Brand Story ECRU New York, manufacturer of prestige haircare & cosmetic collections, has a rich heritage in the world of beauty, wellness and fashion. Born in the salon & created by professionals, every product must treat & perform.