By Mary N. DiZazzo

1920s Hair Curl Ads

Ciao bella,

In celebrating American Salon magazine we're going back again to the 1920s. Advertising was big and women were willing to do just about anything to get their hair to curl. Ads were run for Fanette Waving Lotion. It made stylists able to do "finger or swirl waves." Wave Easy Water Wave Fluid claimed it left hair clean, not sticky or greasy. Only it was green!

Another company known for its appliances, W.G. Shelton Co., promoted that "Shelton waves are natural waves." They alone would lead the world in quality and results. Then there was Frigidine permanent waving. Their ads established the cool method with "nonmetallic insulated heaters." And I'm sure my nana would be able to remember the Keen Steamroll Waving Machines.

The inventions at this time were by the dozens to sell, sell, sell, so that your salon would be the number one salon on the block.

There were more ads to curl and swirl your locks. One of these was the Edmond Process Automatic Hair Winder, which combed, stretched, wound, and tied the hair, promising "19 curls in 17 minutes."

The ads also included step by step instructions for finger-waving techniques (and to this day it is one of your final exams to achieve your cosmetology license). The vintage bottle of Willard's Liquid Marcel Wax --"for a lasting Wave and a Brilliant Lustre, Famous Formula Laboratory, Hollywood, Calif." could be appreciated on my vanity.

[This information is compliments of Aveda in American Salon Magazine, since 1877.]

Buona giornata and God bless the United States of America!

Have you missed any of Mary's columns in the Post-Gazette? Read prior weeks' "All That Zazz" columns on her website She is a third-generation cosmetologist and owner of Mary for Nails, etc. natural nailcare salon in Andover, and a Massachusetts distributor of Kosmea brand rose hip oil products. She may be contacted at (978) 470-8183. She also sees select clients by appointment in Boston at (617) 742-6881.