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Half an hour in a bomb shelter would over-perm any head into a frizzy mess. In more than one case the hair was removed along with the curlers when the all clear was sounded. The first cold wave was introduced commercially in the US in 1941. Cold waving left a strong alkaline smell but lasted for about three months, or until the hair grew out. Improvements to the penrith cold wave penrith system resulted in the 'Toni' perm-the first successful home cold waving system made available to the market in the late 1940's. Cold waves required the application of two lotions, the first-a waving lotion and the second-a lotion that neutralised the first lotion. Timing and careful application were required so as not to over-perm the hair. In England in the 50's a highly successful advertising campaign persuaded women that 'Friday night is Amami night'. Described as an aid to achieving a style that was - neat in the kitchen, nice to come home to - it also had a phenomenal effect on male social activity.
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