Film ID: YFA 5795 Video of YFA_5795 By Appointment BY APPOINTMENT 1935 Visitor TabsDescription This is advertisement for a local hairdresser. The film features Irene, the hairdresser, giving a perm, or Marcel wave, to a client. The film documents, in detail, each stage of the process including plugging in electric rollers. Title – G H C Presents – By Appointment – 1935 Title – A peep into ‘Irene’s' Saloon [sic] The outside of the salon is seen, with a shop sign of ‘Irene’s Permanent Wave’, next to another shop, ‘Parker’s (?) Accumulator Service’. Title – A 'Permanent' Wave by the ‘Wella’ system. A woman client comes into the saloon and takes a seat. Title – Firstly the hair is washed. The client has her hair cut and parted to the side. Title – The hair is mapped out to suit the style required The stylist puts rollers in the woman's hair. Title – Each strand of hair is damped with the reagent. The stylist continues to put rollers in the woman's hair until her entire head is covered before cutting the short hair near the woman's neck. It's a long process which the woman watches reflected in the mirror. Title – Cotton wool prevents discomfort to the victim Wool is stuffed underneath the rollers and wires, lots of them hanging down in four separate bundles, are plugged into the ends of the rollers. The electricity is then turned on. Title – Cooking A clock is shown with 5 minutes passing. Title – Simmering The clock is shown again with another 5 minutes passing. Some of the rollers are unplugged and, while waiting, the hairdresser does some knitting. The rest of the rollers are unplugged and all are taken out. The client inspects her hair in a mirror before having her hair washed and dried with a towel. The hairdresser then applies some cream to the hair, rubbing it in before combing it into waves, in a Marcel pattern, curling it at the ends. Title – A ‘perm’ takes about two hours, but it doesn’t seem long’ The hairdresser places a net over the hair of the client and combs are inserted in various places in the hair, which is then covered with a towel. Title – Mud Pack The ‘mud’ is applied to the client’s face, the combs and net are taken off, and again the hair is combed. Irene smiles to the camera. Title – Well you’ve seen how it’s done – can I book you? Title - Ring Horsforth 2818. Title – A G.H.C. Production The End Context A brave woman joins the fashion for permed hair, copying the likes of Claudette Colbert, or one of those other 1930s female movie stars, as seen in films on the big screen. To accompany these films, the local Horsforth cinema – Imperial Picture House (aka "T'Owd Tin Tabernacle") – puts on this ad for hairdresser Irene, giving a demonstration of a marcel ‘perm’ – with wires protruding from the head of our demonstrate, rather like a Dr Who escapee – and ending with a mud pack. This film is part of a collection of mainly family films. All that is known of the filmmaker is that his surname was Clarke, and that he had one son, Peter, born in the 1930s, and another, Michael Andrew, born in 1943. It is the Parisian Marcel Grateau who is usually credited with revolutionising hair styling when he started using heating irons on the hair of prostitutes living on the outskirts of Montmartre in 1872 – giving rise to the famous hairstyle bearing his name. This hairstyle, along with the finger wave, became highly fashionable in the 1920s – associated with flappers and their bob hair styles – as electric waving tongs arrived, followed by the invention of lots of different variations for perming hair.