The Public Interest

Around the time John Hill was helping the tobacco companies calm waters stirred up by research into the health dangers of smoking, a young public relations guy in Chicago named Dan Edelman was flying multiple sets of identical twin sisters around the country.

Freshly coifed and made up, the twins were smiling embodiments of a long-running ad campaign challenging readers to determine “Which twin had the Toni?” One twin had had a “permanent” wave set in her hair by a professional hairdresser; the other did it at home, using only the sponsor’s $2 “Toni Home Permanent” kit. Few could tell the difference.

Dan Edelman (1920–2013) was the Toni Home Permanent company’s public relations director when he came up with the idea ...

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