OFF THE STANDARD

Evening Post, Volume CXII, Issue 152, 24 December 1931, Page 13

OFF THE STANDARD

PLATINUM NOT GOLD

Women are off the platinum standard. Even blondes are going rod gold, red brown, or red black, for these warm shades are more appropriate to winter than the cold sheen of platinum, states a beauty expert in the "Daily Mail." This apparently simple news item must, have raised intense curiosity in the mind of the ordinary woman who has not personally; experimented in

In the first placo it has taken perhaps three or four weeks to fade from brunette to blonde. Every day a solution of peroxide and ammonia has been soaked into the hair, the ammonia being gradually lessened as.the tint grow fairer. By the time the colour has been !*;ached out of the hair, its natural resistance and enamel.have gone too. Tho hair has become dry and raspy, and feels like tow. It requires constant applications of oil to give it the necessary sheen. ONLY TWENTY POUNDS. If the brunette has fast-growing hair she acquires a dark undergrowth with startling rapidity. Every week sho visits her hairdresser, and has a bleaching treatment applied to the hair near the roots, which has grown out its ordinary colour. Now this new platinum blonde, having spent perhaps four guineas on her original bleaching and thirty shillings a week ever since, decides to •go brunette again.. She waits until her hair has grown sufficiently for the natural' colour to tie matched up, and then ghe= has it dyed; to this exact shade. But the type of dye must be chosen by an expert, for nine out of ten turn the hair green. ' Not until tho natural hair has grown from root to tip will the platinum blonde be a true brunette again, and by then- she may have spent £-20 on her experiment. But she may not want to "go natural" again. If she is tired 6f platinum blondness, she. may prefer to become auburn, instead of the black shade with, which she started life. Then she is simply dyed to the required shade. But the growing hair must be not only bleached but dyed as well —and constantly! Film stars started the craze j for blondness. They will keep to it because of its lovely, silvery sheen on the screen. But soon they will be the only ones left on the platinum standard.