I am a girl who, when my hair is allowed to air dry, has incredibly frizzy hair that doesn't qualify as a curl, a pretty wave, or straight. It's more of just a poof! Therefore, I straighten my hair every single day. Naturally, as I was rushing to meet my friends, my straightener died. In a panic I called my friend who said I could go to her house to use her Chi Straightener. I went, & of course I was pleased with the results. The next day I started my online search to see where I can get the best deal on a Chi of my own. Upon searching, I stumbled upon the **GVP Black Ceramic Flat Iron **from Sally's Beauty Supply store and I started reading the reviews. Out of the 33 reviews that were listed, this straightener earned over 4 out of 5 stars. The negative reviews were about the stiff cord it comes with - if you set it down & the swivel cord isn't positioned right, it tips over at first. Now that I've had this for a bit, I have noticed it is loosening up & isn't that much of an issue anymore. I bought it since it was MUCH cheaper than the Chi & figured I could always return it if I didn't get the results I desired. I've been using it every day now & I must say that once this one dies I will be replacing it with the same exact product. I am very happy with this & I highly recommend it to anyone. It has a range of heat settings, a 1 inch plate (which gets nice & close to the head, but doesn't take any longer to do your hair) & a guard so it is nearly impossible to burn yourself. UPDATE: It has now been almost a year since I've written this review & I have come back to increase my star rating from a 4 to a 5. I've used this straightener between 5 - 7 days each week & it has never failed me & continues to go strong! When it does eventually stop working, I WILL be buying the same product! I hope this helps!! UPDATE: It has now been 2 & 1/2 years with the same straightener!! Still going strong & still works just as good as when I first got it (despite being dropped a billion times)! Effectiveness My hair is just as straight as the first day I started using this straightener : ) Durability Despite several drops & being left on all day (NOT RECOMMENDED OBVIOUSLY!), it continues to work fabulously!