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2025.06.10
BEAUTY

All This for Less than 10,000 Yen?! Nitori's "High-Concentration Negative Ion Hair Care Dryer" Delivers a Beautiful Hair Revolution

#Nitori
#dryer
#high-performance dryer
#hair care
#beauty appliance
#glossy hair
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In recent years, as beauty awareness has grown, hair dryers have steadily transformed from "tools for drying hair" into "beauty appliances that nurture beautiful hair."
While the market is booming with high-performance dryers that deliver both quick drying and super silky hair, many models are priced at tens of thousands of yen. In this landscape, Nitori Co., Ltd. has developed a high-performance dryer under 10,000 yen, drawing considerable attention.
How exactly did they manage to achieve such advanced features at such a reasonable price? We spoke with the product developer and the buyer involved in making this product a reality.

High-performance Dryers that Are Easy to Choose

Nitori began developing their high-performance dryer about two years ago. At the time, hair dryers were increasingly demanded as beauty appliances, and the market was shifting toward products with higher added value—and higher price tags. However, the company realized their lineup consisted solely of basic models focused on "just drying hair."
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