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1945

A certain Coco Chanel gives fresh impetus to the fashion for short hair, held up in curls by a perm. Unfortunately, conventional perms require heating hoods and electric rollers, both of which take up space in the salon and are somewhat uncomfortable for customers. With the launch of Oréol, a “cold perm” featuring an active acid ingredient and a setting lotion, L’Oréal revolutionizes the practices of hair salons and offers women far more natural curls. © L'Oréal/DR