I absolutely loved this flat iron. My hair stylist of MANY years used this one in the salon and I fell in love with it, as I have frizzy, thick, coarse hair that can be pretty hard to manage. I have been through quite a few flat irons over time, and this one that I really loved. It got extremely hot, which was what my hair really needs to get nice and silky smooth. It worked great while it worked, but, unfortunately, this one broke on me after about a year. And now, I can't even remember what I paid for it, but, I do remember it was a LOT and I found it to be extremely disappointing to have such an expensive item break so quickly. Effectiveness It really worked great on my hair, giving my quick, smooth results. It is easy to use and always transformed my hair from frizz to flat. Durability Mine broke in under a year with just average, light daily use. Extremely disappointing after spending so much on a "name brand" product.