“Remember this: you cannot bring a disappointing permanent wave back for exchange. All the statements of the advertiser, all the promised safety and beauty of a permanent waving system mean naught when the wave is on your head and you are unhappy.”
I found this ad for the Nestle Circuline Permanent Wave in the September 1927 issue of the Ladies’ Home Journal magazine. The “Nestle Test-o-meter”, pictured at the bottom of the ad, was interesting to me; the use of it “tells your hairdresser to which of ten classes your hair belongs – which Circuline to use in waving it.”
Here is the text of the ad, which describes the perm itself pretty well:
“There is only one thing you can do to make sure that your wave will be perfect – and that is to select it in advance from test curls made on the back of your own head. The Circuline method alone scientifically makes possible this test, because Circuline alone treats each head of hair according to its individual requirements – assuring you of a wave as tight or as loose as you yourself prefer.”
“The Circuline method is gentle, too – for it requires but 7 minutes of temperate heat – 100 degrees less than is needed for an ordinary marcel. Safe, free from injurious chemicals such as lye, potash and ammonia, Circuline is your assurance of a wave as softly flowing as though Nature herself had waved it.”
“But you are not getting a Circuline Wave unless your hairdresser uses authentic Circulines. You will recognize them as she immerses one for each curl in clear, fresh water. Each is individually wrapped with the name ‘Nestle Circuline’ stamped on the glassine wrapper. Demand that your hairdresser use them!”
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