1927 CHARLES NESSLER NESTLE CIRCULINE PERMANENT HAIR WAVE HEALTH BEAUTY AD 29672 For Sale

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1927 CHARLES NESSLER NESTLE CIRCULINE PERMANENT HAIR WAVE HEALTH BEAUTY AD 29672:
$21.95

DATE OF THIS**ORIGINAL** ILLUSTRATED COVER:1927

SPECIAL CHARACTERISTICS/DESCRIPTIVE WORDS:

Charles Nessler(2 May 1872 inTodtnau, Germany – 22 January 1951 inHarrington Park, New Jersey, USA) was the inventor of thepermanent wave.

Karl Nessler was the son of Rosina (née Laitner) and Bartholomäus Nessler, acobblerin Todtnau, a small town located high in theBlack Forest, just beneath theFeldberg. He reportedly conceived the idea of a permanent wave early on. As a youngster, he occasionally worked as a shepherd and observed thatwool, in contrast to human hair, is constantlycrimped. He also noticed that plant tendrils would naturally curl in advance of rainstorms. He began an apprenticeship with a villagebarberin nearbySchopfheim-Fahrnau, but he dropped out after just a few months. He worked inBasleandMilanin different jobs, learned Italian and French, and finally moved toGeneva. There he worked again as a barber and hairdresser and finished his apprenticeship at an elegantbeauty salon. Adapting to the French-speaking environment, he called himselfCharles Nessler, and often spelled his surnameNestle. Later, he moved toParis, where he tested his first perm on Katharina Laible fromUlm.

To do this, Nessler first divided Laible's hair into three plaits, tying each close to her scalp, moistening the hair with a secret mixture, and winding the hair into spirals around metal rods that projected from the head like horns. With self-constructed, electrically heated tongs, similar to awaffle iron, he heated the plait-covered rods. The tongs had to be held constantly, and initially blisters rose on Laible's scalp. The curling effect was finally successful on Nessler's third attempt, when he washed out the hair rollers for a long time. The curl remained and was dubbed a "permanent wave".

In 1902, Nessler patented another invention, artificial eyebrows, in the United Kingdom.[1]He moved to London and married Katharina Laible. Though the perm was an immediate success in London, it was not well received at a demonstration for leading hairdressers held on October 8, 1906, perhaps because Nessler's English colleagues resented his competition for their regular customers. His electric permanent wave machine was patented in London in 1909.In 1912, some improvements of his apparatus were patented again]In 1914, he patented a last improvement before the outbreak of the war.

WhenWorld War Ibroke out, Nessler was interned and his assets were confiscated as alien property. In 1915, he emigrated to the United States, where he learned thatcounterfeitedcopies of his invention were already being sold. In April 1919, his improvedHair Curlerwas filed at theUnited States Patent and Trademark Office. He was already an American citizen. The holder of the patent was his Nestle Patent Holding Co., In]He developed a do-it-yourself kit for perms and opened a chain of hair salons. His base of operations was the salon at 8-14 East 49th Street in Manhattan. In 1927, his chain had 500 employees, with branches inNew York City,Chicago,Detroit,Palm Beach, andPhiladelphia. The annual advertising budget was $300,000.

Nessler amassed considerable wealth, but he never forgot his humble origins. During the Germanhyperinflationof the early 1920s, he donated the respectable sum of 20,000Marksto the impoverished people of his birthplace. In 1928, he sold his hair salon chain, production facilities, and distribution network to theNestlé-Le Mur Company, investing the proceeds in the stock market. In the same year, he put his name on a volume,The Story of Hair(New York: Boni and Liveright, 1928), which is believed to have been ghost-written byZelda Popkin, a journalist and novelist of the period. He lost almost everything in thestock market crash of 1929. In the following years, he worked on methods of skin regeneration, wrinkle prevention, and hair regrowth. In 1935, his wife Katharina died. His attempts to regain his losses were hindered by the breakout ofWorld War IIand never really succeeded.

On 22 January 1951, Karl Nessler died at the age of 78 of aheart attackat his home in Harrington Park, New Jersey.

Honors

Since 1996, theNessler Prizehas been awarded in Todtnau, the birthplace of Karl Ludwig Nessler. The award was launched to mark the invention of the permanent wave 90 years earlier. At 2,500 Euros, it is the most highly endowed craft prize in Germany. Financed by the Nessler Committee, it is awarded to a particularly deserving and dedicated person in the hairdressing trade. Previous winners have been Alfred Preussner ofGevelsberg(1996), Erwin Schmidt ofBretten(1999), Manfred Schmock ofDarmstadt(2002), Siegfried Helias ofBerlin(2006), Franz Josef Küveler ofMendig/Palatinate (2011), and Günter Amann ofWehr/Baden (2016).

In October 2006, on the 100th anniversary of the invention of the permanent wave, a Nessler Museum opened its doors in Todtnau. It is furnished as a hairdressing salon in theArt Nouveaustyle.

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