Presenting the Ultra Gentle Home Permanent

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A promotional film set at "home," showing Betty using the Ultra Gentle Home Permanent system, with the help of her friend Pat.

The film evokes the idea, commonly expressed since the popularisation of makeup during the 1920s, that using consumer products to transform herself could be an act of liberation for the modern woman.

The viewer is taken step-by-step through the home perm process – "so simple and affordable."

Betty is transformed with a brand new look. The film includes before and after shots comparing her new shiny, waved hair to the flat, limp hair she started with: "How different Betty’s hair is now from how it was such a short time ago!"

The film was produced for Salmond & Spraggon Ltd. of Wellington.