Miss Dial

In 1949, Terry Leah won the title of "Miss Dial" in a contest sponsored by Dial Soap. As far as beauty titles go, this one wasn't that unusual. But what was unusual was that, as part of the responsibility of being Miss Dial, Terry had to take a bath, using Dial Soap, in the window of Eckerd Drug Company in Charlotte, North Carolina.

Adding to the public exposure, Dial promised that the person who took the best photo of Terry as she bathed would win $25.

Charlotte News - July 7, 1949

Charlotte Observer - July 8, 1949

Young Dickie Higgins was determined to win that prize. I'd bet that was the most exciting day of his life up until then. Unfortunately I haven't been able to find out who did win the photo prize.

"Dickie Higgins takes a shot of dancer Terry Leah, who is posing in a bubble bath in a Charlotte, North Carolina, store window advertising a new line of bath soap."
NY Journal American - July 28, 1949

(left) Greenville News - July 9, 1949; (right) Raleigh News and Observer - July 14, 1949