This postcard advertising Cold Wave by Helene Curtis was sent out by a hair stylist in 1951. Cold waves are a type of permanent wave invented in 1938 that does not use machines or heat (source: Wikipedia).
I have never had any personal experience with permanents, and I never liked the look of most permanents that I was aware of. Of course, if the permanents looked as nice as the ones in ads, I probably wouldn't even be aware that it was a permanent.
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