Bernard Dworin, 76, a above cosmetics salesman who bent amidst the blow of attitude and chargeless adulation in the aboriginal 1970s that the adolescent would prevail, that they would appetite to aroma acceptable and that S.E.X. would sell, died of a affection advance Thursday, Feb. 7, in his Water Tower Place condominium.
With a men’s cologne alleged S.E.X.–short for Sexus Et Xenia (a cool Latin phrase)–Mr. Dworin launched his own aroma company, Romane Inc., a baby Chicago-area business that abashed its way assimilate the aroma arena in 1969.
It was a affected move at a time back Playboy bunnies were acceptable allotment of the mainstream, but “you still couldn’t say ” in the business world, said Mr. Dworin’s wife, Melody.
“The change of the name, sparked absorption on the allotment of consumers alike admitting S.E.X. doesn’t angle for at all,” Mr. Dworin told a anchorman in 1977.
With an according bulk of salesman’s savvy, he connected adapting his company’s artefact band to ahead the whims of aroma shoppers, befitting his aggregation animate in specialty food with such non-designer and clandestine characterization colognes as Dakota, Pacific Sunwear and Musk for Men.
Mr. Dworin confused Romane’s offices, already headquartered in the John Hancock Center, to its Bensenville bulb in the 1990s.
Born in Chicago to Russian immigrants, Mr. Dworin grew up on the Northwest Ancillary and accelerating from Von Steuben High School in 1942. He briefly served in the Navy during Apple War II, admitting a assiduous ear botheration bound his duties to stateside.
He advised business and accounts at North Park College and the University of Illinois at Urbana-Champaign afterwards the war, but Mr. Dworin capital to be an amateur and confused with a acquaintance to Hollywood. It didn’t aftermost long. He alternate to Chicago in the late-1940s and became a salesman for corrective companies Trilon and Helene Curtis.
He founded Romane Inc. back his duke was forced. He had already peddled his own aroma band on the ancillary to the accretion affliction of his above employers. Rather than bead the sideline, he abdicate his job and started his aggregation in an accommodation with a scattering of buddies and a adherent who lived admiral from him.
Mr. Dworin “really didn’t accept a adenoids for fragrance” at all, his wife said. But he was an abiding adventurer with a adroitness for advertent the aing able trend in a European bazaar or beginning cultural shift. He larboard acrimonious the aroma to others, she said.
The business, he managed himself. Romane Inc. aboriginal awash S.E.X. in administration food like J.L. Hudson and, later, Montgomery Ward, Sears and J.C. Penney. Back artist fragrances began their advantage at administration food in the 1970s, Mr. Dworin targeted men’s specialty food instead, and by the mid-1980s he angled into baby clandestine characterization production, as well.
Mr. Dworin affiliated Melody Uhlman, a above Chicago archetypal alien to him by the acquaintance with whom he went to Hollywood. He never retired, his wife said. In accession to his wife, Mr. Dworin is survived by a sister, Sylvia Schwartz. Services were captivated Monday.
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