I really love this flat iron! I have been looking for an efficient flat iron for a while, and I was so pleased to have found Conair Hype Hair ultra-hot ceramic flat iron. I have a thick hair, and any of the flat irons I had tried previously were not doing a good job. I think that the ceramic plates do the trick. What I am also impressed with is the fact that the hair does not get damaged, not even with frequent uses. This flat iron gets warm very fast (in less than a minute!) and curls the hair quickly too. If you are like me in a hurry in the morning when you get ready for work, then this is the perfect flat iron for you! I have always been pleased with the Conair products, so I am not surprised that this Conair flat iron does not disappoint. In addition, I really like the numerous settings for all kinds of hair that this flat iron offers. I usually use this flat iron to curl my hair, but I have friends that use it as a straightener, so its efficiency is two-fold, price-wise and money-wise. This is an amazing product -- I could not have asked for a better flat iron.