I must admit, I was intrigued by the advertising saying that this product reduces drying time. I don't use a hairdryer so anything to reduce drying time sounded good to me. I have only used this towel twice but I didn't notice any difference in drying time. One nice thing about the towel is that it comes with a button that attaches on the back of the towel so that it doesn't slip off or fall. I found that nice because I do things like paint my nails or put on makeup with a towel on my head after the shower and it always seems to fall off!--not with this product though.