Was it really that easy to get blonde hair in the ’70s?
The 1970s spray-in hair lightener craze started as people looked for easy ways to achieve lighter hair without a trip to the salon. Brands marketed these lighteners as a quick fix for adding highlights or even going several shades lighter. The main ingredient in many of these sprays was hydrogen peroxide, which worked with sunlight to gradually lighten the hair. This made the process feel natural, as if you’d just spent a sunny day outside.
A popular brand of the time was Sun-In, which became synonymous with spray-in hair lighteners. It wasn’t just a product–it was a symbol of the carefree, outdoorsy lifestyle many aspired to. People loved that they could spray it on, head out for the day, and return with brighter, blonder hair. The simplicity and effectiveness of these lighteners made them a go-to for teens and young adults looking to experiment with their hair color.
Of course, not everyone had the same experience with these products. While some users achieved the golden highlights they dreamed of, others ended up with brassy or uneven results. Despite these mixed outcomes, the popularity of 1970s spray-in hair lighteners remained high. The allure of an easy, sun-kissed look was just too strong to resist.
For a nostalgic trip back to the ’70s, we’ve gathered a collection of vintage advertisements and beauty articles on spray-in hair lighteners. These glimpses into the past show how hair care trends have evolved and offer a fun look at how people once pursued their perfect hair color. Check them out and relive the era when spray-in lighteners ruled the hair care scene.
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.”
Louis says the citrus juices act as a mild bleach and gently lighten the hair.
“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.”
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.
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.
MORE: How to create 5 different classic ’70s hairstyles (plus check out 8 more retro ‘dos)
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.
New Tried & True California Blonde. Only by Max Factor.
MORE: Do you remember these 55 shampoos & conditioners from the ’80s?
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?
When you go blonde, go all the way
ALSO SEE: Gee, Your Hair Smells Terrific shampoo & conditioner (’70s-’80s)
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 help from the sun. Just spray it on, and go as light as you like… gently … gradually.
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.
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.
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.
THE FAMOUS BLONDE: How to get Farrah Fawcett’s famous long feathered hairstyle from the ’70s
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.
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.
NOW SEE THIS: Remember these terrific shampoos of the 70s? Retro brands so good, you can almost smell ’em
