¹ Vs ghd gold
  ² Vs ghd Max. Technical test in lab show ghd Chronos max is 3X faster to achieve same high level of frizz reduction on frizzy tresses
  ³ Consumer testing, Nov’23. 82% of 112 consumers agreed ghd chronos max gave 24-hour lasting style
  ⁴ Technical test in a lab on brunette hair, measured vs. naturally dried hair
  ⁵ Technical test in a lab on frizzy hair, vs naturally dried hair 
  ⁶ Extreme 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​
  ⁷ Vs ghd platinum+ with ultra-zone technology
  ⁸ Vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.
  ⁹ Consumer testing, Jan'21. 86% of 142 consumers agreed their hair lasted 24 hours after styling