This is my first flat iron and I love it. I was completely amazed at how quickly and easily it straightened my hair. I have very thick wavy hair. I had been wearing it long and letting it air dry for a couple of years... then I got the "Posh Spice Do." I was holding my own with a big curling brush and hair dryer to straighten it, but on humid days or days when I didn't dry it soon enough it just didn't look right. Now, even if I let it air dry, I can get the look that the style dictates. I have color treated hair and it hasn't been damaged by the flat iron. I can also go two days without redoing my hair, I wake up the second day and it looks like I just did it.