Mennen
Mennen Worldwide: The Corner Pharmacy that became a global company
By North Jersey History and Genealogy Center, Jeffrey V. Moy
The founder of one of America’s most profitable family-owned companies, Gerhard Heinrich Mennen, emigrated to New York City in 1871 to make a life for himself at the age of 15.
Born on July 13, 1856, in the German town of Vegsack, Gerhard decided against following the family profession of ship captains and struck out on his own. After checking in with state immigration clerks at Castle Garden and paying a small disembarkation fee, Mennen made his way to one of New York’s German enclaves and found work in an apothecary. The shop’s owner, Emil Luntz quickly recognized the precocious teen’s potential and encouraged him to attend the New York College of Pharmacy.
Gerhard H. Mennen, ca.1890. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.
Upon graduating pharmacy school at age 19, Gerhard Mennen moved across the Hudson River to Hoboken where he worked as a clerk at Fehr’s Pharmacy; the owner let him sleep in a backroom to fill late night prescriptions (while also saving on rent expenses).
Within three years Gerhard had saved enough for a downpayment on his own store, which was on the ground floor of Newark’s bustling Central Hotel. He opened G. Mennen Apothecary on Feb. 15, 1878, at age 22.
Gerhard Mennen’s drugstore at Central and Broad St Newark, ca.1880. “Mennen Worldwide” booklet, The Mennen Company, Hanover Ave., Morris Township, NJ, ca.1977. NJHGC Collections
In addition to filling prescriptions for busy Newarkers, Mennen began perfecting his formulation for a new baby powder. Based upon a recipe purchased from Mr. Fehr, Gerhard used his New York City contacts to locate a reliable source of fine talc from Italy’s Pinerolo region, which he mixed with an antiseptic and a small amount of oil of roses.
The result was Mennen Borated Talcum Infant Powder, marketed in its signature cylindrical container with an innovative spin-wheel cover that prevented messy spills.
A typical ad from the late 1800s featuring products with Gerhard Mennen’s likeness prominently displayed on each package. Mennen’s innovative marketing techniques built demand for his products outside of Newark and northern New Jersey as the Mennen name gained prominence regionally and nationally. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.
In an era of unregulated products and dishonest snake oil peddlers, Gerhard Mennen staked his reputation on the high quality and effectiveness of his powder by printing his portrait on all packaging.
Mennen also was an early pioneer of mass advertising for branded products. He distributed informative pamphlets, picture cards, and lithographed bookmarks to retailers to include with every purchase, thereby associating his name with the quality and high standards of his products.
Promotional bookmark distributed to retailers as a free giveaways to customers, ca,1900. NJHGC Collections.
Early on, sales and advertising became an integral component of the Mennen business, as he hired musicians to travel the region offering free entertainment, followed by a brief message on the many ailments that his talcum powder was uniquely suited to cure.
When noticing that the billboards advertising traveling circuses and winter theatrical performances went unused in the off-season, Gerhard was among the first retailers to adopt them to boost sales of his products throughout New Jersey.
The Orange Street property in Newark, 1908. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.
As the financial Panic of 1893 gave way to greater industrial output and rising standards of living, more Americans could afford pre-packaged convenience products, and Mennen’s business thrived. His talcum powder soon was used by men and women alike.
By 1897 Gerhard acquired property on Orange Street in Newark that served as the growing company’s office, laboratory, and factory for the next 20 years.
William H. Mennen met Elma Korb while both worked in Newark. They married in 1882 and later that year welcomed their daughter Elma Christina (seen here at right) into the world. Their son William G. Mennen arrived in 1884.
In 1882, Gerhard met Elma Korb while dining at her father’s restaurant on nearby Commerce Street. Elma worked as a kindergarten teacher at the German-American School, where she taught the children of many of Newark’s recent immigrants. Elma and Gerhard married and had their daughter, Elma Christina later that year, and in 1884 their son William Gerhard Mennen arrived.
This 1902 advertisement in the Saturday Evening Post was Mennen’s first attempt at mass-advertising in a national publication. 300,000 subscribers saw the $900 full-page spread (a rarity at the time), which epitomized Elma Mennen’s forceful marketing approach.
Gerhard Mennen died on Feb. 3, 1902, from blood poisoning and pneumonia at the age of 45, one week after emergency neck surgery. Elma Korb Mennen assumed the role of president and quickly codified the work culture and managerial style that would define the successful company for generations.
Specifically, Elma maintained high standards for the quality of Mennen’s products, established aggressive advertising and distribution systems, and created philanthropic ties to the community.
Elma Christina Korb Mennen, ca.1905. The Mennen Company Commemorates the 50th Anniversary of William G. Mennen, 1908-1958, Morris Township, NJ; The Mennen Company, 1958. NJHGC Collections.
During her 14-year leadership, Elma Korb Mennen instituted the policy of appointing qualified and trusted family members to key positions. They included her brother, John Korb, who became her assistant.
Mennen expanded its line of products to meet consumer preferences for convenience. For instance, there was tooth powder and borated skin powder, and a wider variety of scented and colored talcum powders.
As the Mennen Company thrived in Newark, Elma purchased a townhome at 727 High St. in one of the city’s poshest districts, known as the Avenue of Millionaires.
Her daughter Elma Christina would marry Henry P. Williams, a Detroit real estate tycoon. Son William attended Cornell University, where he studied to be a mechanical engineer, before Elma convinced him to join the family company by stating: “Will, we make products that give people comfort and happiness. As long as we are in business, this will be our only aim.”