For over 20 years I actually had only low-Fons (Tchibo). Thought long and have done what a hair dryer to: quickly getting the hair dry. The last but then had not held long and I thought I might like to try a brand product. I have about shoulder length hair. Wow! What a difference! The Braun has slightly less power than my previous low hairdryer, but it provides a very different experience hairdryer! I knew it so that I could blow dry the hair never quite dry, because the hair were so shaggy and straw-like, after drying, with my cheap hairdryer. Slightly moist with hairband was the alternative. Quite different now: Probably by the Ioniesierungsfunktion and the fact that the hair dryer is slightly less hot, I can really hair style sometimes and blow dry dry and have afterwards even a hairstyle. The hair is not shaggy or straw-like. Really for me a wow factor! Too bad that I have not previously been discovered the hairdryer :-)