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• 1 2025-03-21T13:51:38-04:00 Marketing Tactics 52 plain 2025-03-25T20:48:07-04:00

  These competitors and ads used marketing tactics that not only helped sell the product but also reinforced societal and gender expectations. Advertisements marketed these products not just as hairstyling tools but also as essential for maintaining a woman’s appearance, aligning with ideas of femininity.

  Kindness 20

  Competitors like the Kindness 20 used similar marketing terms and tactics. The Kindness 20 catalogue advertisement emphasized speed, ease of use, and safety. Using phrases like heating up in “less than 10 minutes” and requiring “no water or lotion.”Making it seem like an efficient solution for achieving salon-quality hair at home. This reinforced the societal idea that women should be able to manage their hair quickly and effortlessly (Eaton’s 1969, 317).
  
  
  
   

  The Clairol 2-Minute Hair Setter

  The Clairol 2-Minute Hair Setter also focused on speed and ease of use as its selling points. The packaging showed step-by-step instructions, which reinforced the idea that the product was easy to use. Also emphasizing safety by saying that the rollers were “not too hot to the touch.” The packaging shows a voluminous, curled hairstyle, which reinforces the beauty standards of the time (Esty n.d).

  
  
   

  Rayette Cinderella Electric Hair-Setter

  In addition to these competitors, the Rayette Cinderella Electric Hair-Setter ad shows various hairstyles, and text that suggests how quickly women could change their hairstyle between daily activities, emphasizing speed and ease of use. This ad also emphasises speed and convenience marketing showing how quickly you can change your hairstyle (Retro Adverto 2012).

  These marketing strategies focus on selling people the convenience, speed, and ease of use. While reinforcing societal gender roles, positioning women’s appearance as a reflection of their value and suggesting that maintaining beauty required constant effort.

• 1 2025-03-21T13:46:29-04:00 Competitor Analysis and Advertisements 11 plain 2025-03-25T20:24:38-04:00

  Competitor analysis  

  Due to the lack of material on the Ten-Ten Hairoller, we examined competitors and similar products to gain a better understanding of its design and features.

  Kindness 20

  The Kindness 20 is a very similar product to the Ten-Ten Hair Setter and may have been a direct competitor, sharing key characteristics with the Ten-Ten. A catalogue listing from Eaton’s Spring Summer Catalog (1969) shows that it was sold with pins and a handle on the case, reinforcing the idea that these features were likely standard and may have been included with the Ten-Ten as well. (Eaton’s 1969, 317)

   

  Clairol 2-Minute Hair Setter

  Another product that provides insight into the design of hair setters during this period is the Clairol 2-Minute Hair Setter. The packaging shows the British pound symbol, suggesting that this model is from the United Kingdom. The Clairol 2-Minute Hair Setter also features removable rollers and a base designed to heat them efficiently, highlighting similar key design elements that reflect the growing consumer demand for speed and ease of use. (Esty n.d.)

  90s Hairsetting Devices

  In later years, there is an increased variety of hair setters, which may hint at a rising demand and growing popularity. A page from the 1993/94 Consumer Distributing Catalog shows a wide selection of hair-setting devices compared to earlier decades. Descriptions in the catalog show advancements in design, with products offering features like larger roller sizes, more styling options, and soft cushioned rollers, suggesting a shift toward comfort and customization. (Consumer Distributing 1993-94, 225)

  This increased variety suggests that hair setters were becoming a part of the everyday routine, appealing to a broader audience while continuing to emphasize voluminous, well-managed hairstyles.

   

  Advertisements

  Advertisements can also help us get a better understanding of how beauty standards and societal expectations were communicated through products like hair setters.

  Clairol Kindness Ad

  One interesting advertisement for a comparable product to the Ten-Ten, was the Clairol Kindness from the 1960s. It was a print ad from the United States, it uses a distinctive approach by featuring a woman with curlers, paired with the phrase “men can’t love a head full of curlers,” suggesting that the image of a woman with curlers in her hair is unattractive (eBay n.d). The ad reflects the societal pressures women face to maintain a certain appearance, particularly in terms of beauty and femininity.

   

   

  Rayette Cinderella Electric Hair-Setter Ad

  Another advertisement to consider is the Rayette Cinderella Electric Hair-Setter. The image shows how the ad promotes the product as a quick, convenient way for women to achieve salon-quality hairstyles at home. The ad highlights how women can change their hairstyle quickly between daily activities, reinforcing the idea of speed and ease of use. The ad’s imagery and wording suggest that the product offers a fast solution for maintaining a polished appearance (Retro Adverto 2012).
  
  Miss Carol Ad
  Similarly, the Miss Carol ad from Chatelaine also engages with the beauty standards of the time but presents a slightly different angle. The image shows the ad, which emphasizes the youthful appearance of women, even those who are mothers. The slogan “Does She or Doesn’t She?” suggests that the woman’s well-maintained hair might not be as effortless as it appears, reinforcing the idea that beauty standards extend into motherhood (Chatelaine 1961).