Blonde & blonder: How women in the ’70s got that sun-lightened hair look

For blonde hair in the ’70s, lemon & sunshine recommended (1977)
Asbury Park Press (Asbury Park, New Jersey) April 11, 1977

If you’re a natural blonde, you know you have special problems when it comes to keeping your hair bright and shiny. Now a New York hairstylist has a special tip for blondes who find it hard to keep the “sunshine” in their hair.

“Step one,” says Louis of Louis Guy-D, “is to wash the hair often with a gentle shampoo. Naturally blonde hair must be absolutely clean to be its brightest, and this may mean daily shampooing, for which baby shampoo is always recommended.

“Blondes can’t go very long between shampoos before dirt and oil turn their hair ‘mousey’ looking. Also, when blonde hair is dry, it can look like straw. Baby shampoo doesn’t strip the hair of all its natural conditioners, which helps blonde hair shimmer with natural highlights.”

Then, to continue the natural approach to bright, shiny blonde hair, Louis suggests a lemon or lime squeeze. “Simply take a lemon or lime and squeeze it onto freshly-washed hair, gently comb through and let dry, preferably in the sun, but a hairdryer will do on rainy days.”
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Louis says the citrus juices act as a mild bleach and gently lighten the hair.
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“Continue this treatment for a few days, and any natural blonde will see her hair lighten up, take on shiny highlights and glow just like sunshine,” promises Louis.
“By starting this natural highlighting treatment now,” says Louis, “blondes can have sun-lightened hair well before it’s time to slip into that first bikini.” 

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Speed up the sun with Sun-In (1970)

Get the true sun-lightened look fast! Just spray on Sun-In. Give your hair that sun-lightened look that once took all summer.

Sun In works with nice, warm, natural sunshine. Lightens faster than the sun. But never so fast as those harsh hair-lighteners. You’re in complete control — from that first little highlightening to as sun-lightened as you’d like to look.
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And because Sun In conditions, use it often ’til you and your own special sun-lightened look discover each other. You’ll look like you spent all summer in the sun. Try regular or (for the maximum sun-lightened look) new Super Sun In. All you add is sun.

California Blonde:
The first lightener, toner & conditioner all in one. (1970)

Max Factor creates “Color-Controlled Blonding”… so even brownettes can go blonde in one lightening-quick step.

It’s sunshine you shampoo in. Now brownettes can go blonde and blondes can go blonder. The very first time. And in one lightening-quick step.

Only California Blonde gives you these shades, all softness and sunshine. Truly natural-looking blondes that last shampoo after shampoo.

And if you like the idea of hair that’s more manageable, healthier-looking, and nicer to touch, only California Blonde gives you the benefit of 12 conditioners in a proteined base.

You’ll see, no matter which coast you live on,life’s a lot sunnier when you’re a California Blonde. In 6 Glow West Shades.
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New Tried & True California Blonde. Only by Max Factor.

Clairol’s Born Blonde (1969)

Years ago, there were only two types of blondes. Demure but mousey. And bright but brassy. 

But, baby, things have changed. And today a blonde can be downright sexy and still be a lady. If she knows about Clairol’s Born Blonde.

Born Blonde isnt a timid blonde that promises everything and then doesn’t deliver. But it isn’t an old-fashioned formula with peroxide in both steps either. (It was those tough-as-brass bleached cuties that started the rumor that blondes were dumb.) 

Born Blonde is different. Feels different. Acts different. First, you gently take the darkness out of your hair with Born Blonde lightener. Then you shampoo in Born Blonde toner in any of 12 shades. Extra rich (we put in lots of conditioners) and extra gentle (we leave out peroxide), Born Blonde toner makes your hair feel good while it makes it look good.

Of course, using Born Blonde isn’t sticking to the rules. But do you want to play fair? Or win?
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When you go blonde, go all the way

Lemony fresh! Lemony fun! (1970)

Lemon Go Lightly – Gently lightens under the sun!

Brown, blonde or in between? You can go lighter with CLAIROL Lemon Go Lightly. It lightens your hair with a little helpfrom the sun. Just spray it on, and go as light as you like… gently … gradually.
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Rich CLAIROL conditioners help protect your hair’s natural texture. keep it soft and manageable as it lightens. P.S. If you’re a darker brownette, or a blonde in a hurry, get CLAIROL Lemon Go Lightly Plus.

Hair. If it’s timid it’s not today (1970)

Remember grade school and that little blonde with the long braids? The one all the boys adored?

Well, boys still adore girls with blonde braids. But a fat lot of good that does you if your hair is washed-out blah mousey brown or dull and dark.
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And if you think summer and the sun and a timid formula is enough to make you really blonde, you’re just fooling yourself. What you need is Clairol’s Born Blonde.

Lemon Go Lightly (1971)

Has your hair gone into hibernation?

Brown, blonde or in between? You can go lighter with CLAIROL Lemon Go Lightly. It lightens your hair with a little help from the sun. Just spray it on, and go as light as you like… gently … gradually.
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Rich CLAIROL. conditioners help protect your hair’s natural texture. keep it soft and manageable as it lightens. P.S. If you’re a darker brownette, or a blonde in a hurry, get CLAIROL Lemon Go Lightly Plus.

from Click Americana: vintage and retro memories