Wildroot Hair Dressing, New Formula

Wildroot Hair Dressing, New Formula

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Usage conditions apply
The indications or uses for this product as provided on its packaging:
Directions: Squeeze a little Wildroot Hair Dressing into one hand. Rub hands together and apply to wet or dry hair. Massage vigorously.
The Wildroot Company of Buffalo, New York originally trademarked Wildroot hair tonic in 1920 and sold it in bottles. The product was marketed mainly to women, both to use on their own hair and to buy for their husbands. Early advertising claimed the hair tonic would cure dandruff, prevent balding, and produce thick, lustrous hair. In 1959 Wildroot sold its concerns to Colgate-Palmolive, and in 1962 the product was repackaged in a “new formula” and sold in a tube. The tag line "Grooms Clean as a Whistle, Quick as a Wink" introduced the new tube formula Wildroot. Advertising copy read, the "long lasting tube formula keeps your hair in place. Maybe your girl will mess up your hair, but not much else will."
Object Name
hair dressing
hair care product
Object Type
date made
ca 1962
trademark date
brand purchased date
Colgate-Palmolive Company
place made
United States: New York, New York City
associated place
United States: Louisiana, Saint Martinville
Physical Description
cardboard (packaging material)
metal (container material)
overall: 1 3/4 in x 6 7/8 in x 1 1/2 in; 4.445 cm x 17.4625 cm x 3.81 cm
ID Number
catalog number
accession number
Credit Line
The Fournet Drugstore Collection
See more items in
Medicine and Science: Medicine
Health & Medicine
American Enterprise
Beauty and Hygiene Products: Hair Care and Enhancement
Beauty and Health
American Enterprise
Exhibition Location
National Museum of American History
Data Source
National Museum of American History
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My dad used it myself and all my brothers used Wildroot. Then in late 60s the dry look took over.
Not sure where you're getting that claim of Wildroot being marketed to women, but it was a product commonly carried in barbershops for men. You might check old photos to spot the bottles. The embossed glass tall neck bottle I currently have is missing the cap, but the one gifted to me in the early 1970's (handed down by father-to-son barbers) had black plastic screw cap and the contents were a light blue cream liquid, not white.
I have one of these tubes unused.

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