L'Oréal. The Look of Radiance [Cover title].

Clark, N.J. Cosmair, Inc., 1978. 8¼” x 6”. Stapled pictorial wrappers. Pp. 25. Very good: rear wrapper toned at edges and split above top staple, front gently scuffed at spine; internally very good plus.

This is a rare marketing brochure and “complete guide for hair beauty” produced by the L'Oréal company and aimed at African American women.

In 1978, L'Oréal introduced their “Radiance” line of products for Black women that, per this brochure, “contain ingredients to help correct problems that may have been caused by harsh treatments of the past.” In line with the anglocentric beauty standards of the time, most of the products listed in this catalog were aimed at relaxing the hair, though the company made sure to note that “those who wear their hair 'Natural' need conditioning treatments too.” Along with nine photographic images of African American hair models, the guide has diagrams and detailed text on understanding “your hair texture and curl pattern,” treating and maintaining hair. There are also images and descriptions of individual products, as well as a spread of the seven-shade hair color line, each with an image of a Black woman on the front of the box.

A rare and heavily illustrated promotion for a line of Black hair products issued by an industry leader. We found no holdings of this catalog in OCLC or anywhere online. Very good. Item #8470

Price: $300.00