ABSTRACT
The hair care market expanded significantly in the late 1940s and early 1950s with the introduction of the home permanent, which enabled women to perform for themselves a complicated—even risky—procedure previously available only at the beauty shop. By simplifying the process, the Toni Company, a unit of the Gillette Safety Razor Company, brought the permanent out of the salon and into the home. The initial print campaign from Foote, Cone & Belding (FCB) invited women to guess “which twin had the Toni” and which one had received a salon permanent.
