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• 1 media/CGEHairDryer_HamlinHerald.jpg 2025-03-17T21:13:50-04:00 GE Hair Dryers in the Marketplace 9 plain 2025-03-27T00:31:35-04:00

  General Electric hairdryers in the 1960s reflected broader consumer trends, beauty standards, and technological advances of the time. Overall consumer preferences varied, with some prioritizing brand reputation and reliability, while others focused on affordability or technical features, and the GE hair dryer happened to provide in both ways. The brand itself was already a very reliable and established name within the technology industry because of the advances made for household appliances. The brand’s hair dryers appealed further to consumers by promoting safety and convenience and promising professional results whilst still being able to utilize the time to clean or cook as shown in their ads. 
  Advertisements for other home appliances from General Electric like their battery radios ranged from $24+ and, based on their brand reputation within the household industry, one could say that these models for hair dryers were positioned as luxury items in the post-WWII economic climate. The GE Bonnet Hair Dryer was priced at $21.98 (Johnson, 2024 ) and during the time, average weekly earnings were around $60 (Statistics Canada, 2008). Given this, the GE Bonnet Hair Dryer's price would have represented nearly a full week's worth of earnings for many households, making it a significant investment. In comparison, more budget-friendly alternatives, such as Imperial Lady’s electric hair dryer for $8.97, were marketed to a broader audience, though they lacked GE's brand recognition and perceived quality. The price point of GE’s models was reflective of the economic context, where consumers were balancing practicality with design, and often sought products that offered long-term reliability.
  Further, the period’s economic challenges, such as limited electricity access due to events like the miners’ strike, reinforced the idea of these appliances as luxury items, potentially contributing to their higher cost (WISEarchive, 2022). While GE’s pricing strategy targeted higher-income consumers seeking quality and durability, it also positioned their products as aspirational, aligning with the broader cultural trends of the 1950s.
  
  However the success of the GE Bonnet Hair Dryer can be attributed to several factors highlighted in its advertising. According to a photo in an article, “Retail sales through May 1961 of the GE Hair Dryer were twice what they were in 1960,” reflecting the increasing demand for this product. This surge in sales is supposedly linked to the hairdryer's key features as stated: 72 tiny air jets that distribute heat evenly, the roomy design enough to accommodate rollers, the quiet operation, and the adjustable settings allowed for greater customization, further enhancing its attractiveness to consumers seeking convenience and control over their beauty routines.

  The GE Bonnet Hair Dryer was at the forefront of a shift in consumer behavior. Women could now enjoy the convenience of a salon-quality blowout from the comfort of their homes. As beauty standards evolved in the 1960s, portable hair dryers became a symbol of the growing trend toward looser, voluminous hairstyles, which were easier to achieve and maintain thanks to the technological advancements in hair dryer design (Bisset, 2018).