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Advert for Eugene permanent wavy hair 1937
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Advert for Eugene permanent wavy hair 1937
A beautiful wave discovers new beauty in you !
1937
Mary Evans Picture Library makes available wonderful images created for people to enjoy over the centuries
Media ID 14262801
© Illustrated London News Ltd/Mary Evans
Appearance Curl Curls Eugene Finger Haircut Hairstyle Hairstyles Permanent Salon Salons Specialist Styles Styling Treatment Vanity Waved Waves Wavy 1937
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Discover a new you with Eugene's Permanent Waves - the ultimate solution for achieving beautiful, long-lasting curls! This advertisement from 1937, published by Illustrated London News Ltd, showcases a woman in profile, her hair transformed into a cascade of bouncy finger waves. The caption above reads, "A beautiful wave discovers new beauty in you!" The 1930s were a decade of glamour and sophistication, and a woman's appearance was of the utmost importance. Hairstyles were a key aspect of this, with finger waves and permanent waves being particularly popular. These intricate curls required the expertise of a specialist hairdresser, and visiting a salon for a permanent wave treatment was a regular part of a woman's beauty routine. The advertisement exudes a sense of vanity and self-indulgence, with the woman's profile emphasizing her elegant features and the luxurious waves framing her face. The use of the word "discovers" suggests that the permanent wave treatment was a revelation, unlocking a new level of beauty and confidence. The advertisement also highlights the longevity of the style, with the curls promised to last for weeks. This was a significant selling point, as maintaining curls using traditional methods such as rollers and hot irons was time-consuming and laborious. Overall, this advertisement encapsulates the spirit of the 1930s, with its focus on beauty, glamour, and the transformative power of a new hairstyle. Whether you were a fan of finger waves or preferred a more natural look, there was no denying that a trip to the salon was an essential part of a woman's routine during this era.
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