I was watching my “Best of Soul Train” DVD box-set this weekend (of course), which includes tons of original TV spots for Ultra Sheen and Afro Sheen (two black haircare lines manufactured by Chicago’s own Johnson Products). Iconic brands, to be sure. During the glory days of Black Haircare manufacture in Chicago (roughly the late 1960s through the 1970s), Johnson Products’ annual sales were over $10 million. During the 1970s, as sales expanded even further, Johnson Products ranked as the largest African American–owned manufacturing company in the nation. In those heady days, alongside Johnson Products, the illustrious Soft Sheen and other smaller firms also called the Windy City home.
Unfortunately, Johnson Products (the first minority firm to be listed on the New York Stock Exchange) was sold to Proctor and Gamble, but was recently acquired by a black firm based in Dallas.
Sadder still, Soft Sheen which had about 400 employees in the Chicago area and $100 million in annual sales by the mid-1990s, was purchased by L’Oreal in the late 1990s, and a newly built manufacturing plant on 87th Street was shut down soon after. The Company’s headquarters were shifted elsewhere.
Below, Sheila Hutchinson (the lead vocalist from the Emotions [who are also from Chicago]) sings an old Soft Sheen jingle called “Brand New You in ’82”. Nearly thirty years old, the record was released as a promotion on Soft Sheen Records. The song sounds like some lost Emotions or perhaps Earth, Wind, & Fire number. Personally, it makes me feel like I’m ready to face 1982, too. Reaganomics… here I come! Jive on!
darkjive.com 
November 28th, 2011 at 7:04 pm
Those were the days. In 82 i was in eight grade. Black hair was big business – I didn’t realize how big –
thanks for the memories
November 29th, 2011 at 3:33 pm
It was (and still is) big business. Around about ’82, the biggest thing Soft Sheen had going on was Care Free Curl….Remember that one?
February 1st, 2012 at 12:10 pm
[…] sponsor of Soul Train’s 35 year run: Johnson Products, a quintessentially Chicago Based black business behemoth, and the makers of Afro Sheen and Ultra […]
February 8th, 2012 at 8:01 am
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April 7th, 2016 at 10:56 am
[…] Cade Products was another of many Chicago-based black hair care firms (that I detail here) during the late 60s through the 1970s. Though not as well-known as Supreme Products (who created […]
January 30th, 2020 at 1:49 am
Is there any current information on Danny Cade of LaCade Products?
November 23rd, 2020 at 5:48 am
I’m trying to get a picture of mr cool hair relaxer from the late 60”s or early 70’s from soft sheen hair products based in Chicago il, labeled for muscline hairstyles that look good. I can’t find the picture of the box the product came in or the company who advertised by putting pictures of the model and product on billboards and buildings.on the southside of chicago.