Picture Play Magazine (Sep 1925 - Feb 1926)

Advertising Section 7 Famous Marcelling Cap Wins U. S. Patent U. S. Bureau Issues Patent for Novel Invention, which Marcel Waves Hair at Home in 15 Minutes If you read the newspapers or magazines, you've heard of the McGowan Marcelling Cap. It's one of the outstanding successes of all time, being used by nearly 40,000 girls and women with gratifying results. Further rec" ognition now comes in the form of a Patent from the United States Patent Office. Of course we are proud of this honor, but of even more significance to us are the enthusiastic recommendations of the thousands of satisfied users — the many letters we receive every day thanking us for this great beauty invention. For every style of hair It makes no difference how you arrange your hair or what condition it's in — whether it's soft and fluffy or stiff and unruly, thick or thin, bobbed or long — this amazing device insures a mass of lovely ringlets, waves and curls all the time at practically no expense and with only 15 minutes' time every few days. Think what a saving this will mean to you ! The entire outfit will cost you less than two or three marcels at a beauty parlor and then your hair waving expense is ended. Instead of a dollar to a dollar fifty, your marcels will cost you from 1 to 2 cents ! Instead of an hour or more spent in beauty parlors, you wave your hair at home in 15 minutes! But even more important than the saving of time and money is the benefit to your hair. Any specialist will tell you that constant marcelling with artificial heat is most injurious. Shortly after you discard the harsh, artificial heat method of marcelling and adopt this safe, natural way, you'll begin to see the difference in your hair. Split ends and unruly strands will vanish. You can put the waves in the same place each time and soon you will find that the Marcelling Cap is training your hair and making it much easier to keep your marcels. The curling fluid that goes with the McGowan Waving Outfit is most beneficial to the hair, too. It not only accentuates the curl, After moistening the hair with McGowun's Curling Liquid, stretch the elastic headband of the Marcelling Cap with the hands and pull it down over the hair. Then with the fingers or an orange stick puff out the hair in little "waves" between the ribs of the cap and let them dry. Now you can swim all you want without worrying about your curls. With this remarkable hair waving device you can marcel your hair in 15 minutes — at a cost of about one cent I After you have adjusted the Marcelling Cap you can read or finish dressing while the curling liquid is drying. but also acts as a tonic for scalp and hair, promoting rich, luxurious growth. It is absolutely neutral and is guaranteed not to stain the hair or affect its color in any way. After 15 minutes the hair is dry, the Cap is removed — and your mirror reflects as beautiful a marcel as you ever had in your life! cross-wave, center or side-part bob — you must keep it curly and wavy if you want to keep "in the mode." Girls and women with long hair will find this Summer is when you need it most You know how hard it is to keep your hair waved in summer. Hot, sult r y weather takes the curl out. Summer sports — swimming, golf, tennis, motoring — all take their toll and make it doubly hard to keep your hair looking as it should. But with this amazing hair waving outfit you can laugh at all your troubles , for you know you can always have a fresh marcel without expense every time you need one. Wherever you go this summer, you can take your Curling Cap along in your handbag. It takes little more room than a handkerchief and is easily washable when soiled. On your vacation — on camping parties — on Fifth Avenue— wherever you happen to go, you can have your own "beauty parlor" right with you to keep your hair beautifully marcelled all the time. Fashion decrees wavy hair No matter what style of "bob" you prefer — shingle, Ina Claire, WARNING To Imitators The amazing success of the McGowan Marcelling Cap naturally brought out a number of imitators. Most of them have not dared produce a device like it in construction or operation, but have contented themselves with adopting similar names for the purpose of confusing the public and capitalizing on the advertising we have done. Now that our application for a patent has been granted we intend to take whatever steps are necessary to protect our interests and to protect prospective buyers against imposition. The McGowan Marcelling Cap is the original and only genuine hair waving device of this type ; the one that thousands of women all over the country are using. Do not be misled and disappointed. For your own protection, be sure you order only the genuine McGowan Marcelling Cap. McGowan Laboratories Chicago curling device just as big a help as those with bobbed hair. Fashi o n demands wavy hair of them as well as for the "bobbed heads" and long hair is even harder to marcel. But with McGowan's Marcelling Cap and Curling Fluid it is as simple as combing the hair. It makes no difference, either, whether you prefer the waves running across your head or from front to back. The Marcelling Cap is adjustable to either position. Liberal trial offer In spite of the fact that the United States Patent Office has issued a patent for this new hair waving outfit, in spite of the fact that nearly 40,T)00 girls and women throughout the country are now using it with gratifying results, we don't ask you to take our word for the remarkable results the Marcelling Cap gives. We want you to try it and see for yourself. That's why we make this amazing trial offer and take all the risk ourselves : The McGowan Marcelling Cap by itself has always sold for $1.87 and the McGowan Curling Fluid for the same amount, or a total of $3.74. In order to take advantage of this trial offer simply sign and mail the application in the lower right hand corner and when the postman brings your outfit deposit with him $2.87 (plus a few cents postage). After trying the outfit for seven days, if you are not delighted with results just return the unused portion and wye will refund the purchase price in full. Send no money We could not afford to make such a liberal offer if we didn't know it would do everything we claim for it — if we didn't know you will be delighted if you give it a trial. We take all the risk. Your mirror is the sole judge. If you don't find this marcelling outfit the greatest hair-beauty aid you ever used — if it doesn't bring you the most beautiful of marcels just as we promised — if you are not simply delighted with both the Waving Cap and the Curling Liquid in every way — the cost of the trial is on us. Don't put it off another day. You have nothing to lose ; everything to gain. Tear out the coupon attached, fill in and mail today. The McGowan Laboratories 710 West Jackson Blvd. Chicago Coupon The McGowan Laboratories, 710 W. Jackson Blvd., Dept. 99, Chicago Dear Mr. McGowan — Please send me your hair-waving outfit, which includes your recently patented Marcelling Cap and a bottle of Curling Liquid. I agree to deposit $2.87 (plus postage) with the postman upon its delivery. After seven days' trial, if I am not satisfied with results in every way I ill return the outfit and you are to refund the purchase price in full, without any further obligation on my part. Name Address Note : If you expect to be out when the postman calls, enclose $3.00 with your order and the McGowan Marcelling Outfit will be sent postpaid.