The pads created a revolution in the haircare industry, drastically simplifying the permanent wave process, and consequently allowing people to have professional beauty care at an affordable price. Gidwitz determined that there was another aspect of haircare that could provide an opportunity for the company. Until that time most people washed their hair with laundry or plain soap, since the products available specifically for use on hair were harsh and overpriced.
The company developed Lanolin Creme Shampoo, one of the nation's first detergent-based shampoos, introduced in the mids. The popularity of the shampoo, available only in beauty salons, prompted National Mineral Company to follow it up with Suave Hairdressing in The demand for the hair tonic became so great, the company began manufacturing small retail sizes for salon resale.
The company also maintained its presence in the haircare industry with the introduction of Empress, a further innovation for permanent waves. A revolutionary nontoxic chemical perm, Empress utilized a cream oil solution wrapped on wooden rods.
National Industries also branched off into the manufacture of hair dryers and other professional beauty supplies. Gerald Gidwitz, in the meantime, became president and CEO during the war years.
After the war National Industries shifted its focus back to the manufacture of personal care products. The renewed emphasis on this industry prompted a name change, and the company became Helene Curtis after Louis Stein's wife and son.
It was at this time that Suave Hairdressing and Lanolin Creme Shampoo were introduced for retail sale in department and drugstores, and quickly began outselling the competition. In , reflecting the company's growth, Helene Curtis moved to a new corporate headquarters and manufacturing facility. In Helene Curtis developed the generic term hairspray for its new aerosol product, Spray Net. Other successful, and effective, products introduced during the s included the spray-on deodorant Stopette and a nonprescription dandruff shampoo called Enden.
These two products were advertised on television during such shows as "What's My Line? Susanna," helping to make Stopette the bestselling deodorant on the market, a position it maintained for several years. In addition, the company expanded its product line with several acquisitions, including Kings Men male toiletries, Lentheric fragrances, and Studio Girl cosmetics.
By the mids Helene Curtis products were being manufactured and sold in 25 countries. Helene Curtis further broadened its line of personal care products in , when Tender Touch, the first popularly priced bath oil, was marketed. In addition the company began to build on the success of its Suave brand, introducing shampoos, creme rinses, and wave sets. Other innovative products launched during the s were Quik-Care hair conditioner, the synthetic hair oil First Time, and Secure, a pressed, powder-dry deodorant with a patented formula.
In Helene Curtis's stock was accepted on the New York Stock Exchange, and by the middle of the decade the company had licensed its products in 81 countries.
And even if the board were to agree with the recommendation by Burbank, Calif. But if the family were to decide to sell out, Austin added, "it would be relatively easy to find a buyer.
After 21 years of steady sales growth, Helene Curtis this year is facing problems in markets abroad, especially Japan. The problem, explains Helene Curtis' Goldman, is that price discounting, heretofore unknown in Japan, is rampantly spreading in the retailing business there. We're eating the decline in Japanese sales and profit without any decline in advertising or promotional spending. But some analysts believe the competitive situation abroad could persuade family members to consider selling to a giant multinational marketer.
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