Dial Corporation: Breck Girls campaign (1972)

For decades the "Breck Girls" advertising campaign used pastel portraits of well-groomed, vibrant women to generate a wholesome image for Breck hair care products.

Dial Corporation: Breck Girls campaign

Susan Risland

Overview

For decades the "Breck Girls" advertising campaign used pastel portraits of well-groomed, vibrant women to generate a wholesome image for Breck hair care products. The Breck Girls were selected for their intelligence, achievements, and beauty, particularly their gleaming hair. One advertisement on the back cover of Good Housekeepingin 1975 featured a large portrait of Kaye Davis of Augusta, Georgia, holding a tennis racket over her shoulder. Her wavy blond tresses tumbled across the shoulders of her white tennis outfit. Beneath the bold headline , "BRECK GIRL," a short paragraph of...

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