VINTAGE ADS

Red-hot lipsticks

Temporary Wave

Gillette Co. bought the thriving Toni Permanent Wave Co. in 1948 in the midst of a diversification kick. Over the next few years, it introduced more Toni-branded products, but most of them failed. Viv appeared in 1954 and lasted only a few months, despite an exciting ad campaign featuring eye-popping visuals like this one.