My father saw the untapped potential of his community. Soft Sheen built on that success by launching a full line of Care Free Curl products, including shampoos, conditioners, gels, and sprays, that were sold both in salons and in drugstores. Gardner served as a sergeant in the U.S. Army during World War II and later earned a bachelors degree from Chicago Teachers College (now Chicago State University) and a masters degree from the University of Chicago under the GI Bill. Soft Sheen founder Ed Gardner meets with Chicago Mayor Rahm Emanuel over lack of blacks in construction jobs, Hair discrimination laws: A reprieve from the crime of knowing and loving ourselves. Find your friends on Facebook. The planned research and development center was almost certain to result in substantial innovations in ethnic hair care products and a steady flow of new product introductions. He served on the boards of Chicago United and The Chicago Urban League. BE 100s Its founders, Edward and Bettiann Gardner, began the business when they became aware that there was a decided lack of hair care products formulated for people of color. Log in or sign up for Facebook to connect with friends, family and people you know. Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. In 1996, Gardner stepped down from her position as president of Brainstorm Communications when she was appointed president of Soft Sheen Products, Inc., succeeding her older brother, Gary E. Gardner, who resigned to start his own ethnic hair care company, Namaste Laboratories. The Soft Sheen Products co-founder was a devoted advocate of Chicagos African-American community. In 2000, Ed converted an 84,600 sq. Also, please download theGrio mobile apps today! It took 15 years for the business to thrive, but the company that began in 1964, would eventually expand across the Midwest and then the nation perhaps best known for the product, Care Free Curl. aid: '864241', env: 'prod', Testing various mixtures on their children, the Gardners developed several products that were specifically formulated to address the needs of African Americans. Terri had previously served as Soft Sheen's executive vice-president of advertising, as well as president of Brainstorm Communications, the company's ad agency. By Stefano Esposito Updated Mar 22, 2023, 10:28am PDT Pocket } As a side job, Gardner would personally deliver the products out of the back of his car to beauty salons on Chicagos South Side, according to the Chicago Sun-Times. 1964: Gary and Bettiann Gardner begin Soft Sheen in the basement of their home. 1979: Soft Sheen introduces Care Free Curl, causing revenues to increase dramatically. 1985: Gary Gardner becomes president and CEO of Soft Sheen. 1996: Gary Gardner resigns, and is replaced by his sister, Terri Gardner. Soft Sheen's plan was to conduct a search for a new president from outside the family and thereby begin transitioning the Gardners into a purely ownership role. We never got the wax out of the pan. Mr. Gardner, a co-founder of Soft Sheen Products Inc., died Monday at his home in the West Chesterfield neighborhood, where he spent almost all of his life. "We felt that when we looked at Soft Sheen we saw a great team of people, and we felt if we were able to acquire that expertise and build that expertise, we would have a much better chance of attaining our goals.". In addition to battling the soft market and growing competition, Soft Sheen was also struggling with internal problems. WebThe 27-year-old Gary Gardner had been involved with Soft Sheen since its earliest days, when he and his siblings helped their parents by filling shampoo bottles. Mr. Gardner declined a request for an interview with a curt "I'm not going to talk to you about it.". div_id: 'div-gpt-ad-rightrail-1', He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. The company also began selling its products in foreign markets. Food -- how it is prepared and consumed -- can be a reflection of social status. Had America and those in power listened to the Gardners we wouldnt have the murder in our streets that we have right now, if theyd listen to your voice. In fact, he created a nonprofit organization called Black On Black Love to address violence. The 27-year-old Gary Gardner had been involved with Soft Sheen since its earliest days, when he and his siblings helped their parents by filling shampoo bottles. He was 98. In 1994, the company posted only a .6 percent increase over 1993 sales. All rights reserved. Education Bachelor of Science, University Illinois, Chicago, 1975. Beauticians would tell him what they liked, didnt like or what they wished they could buy. See Photos. Mr. Gardner graduated from Fenger High School. A private family service is planned. That gave Mr. Gardner an idea and he began experimenting. tude.cmd.push(function() { In lieu of flowers, donations can be made to Chicago State University: www.csu.edu/foundation/donate.htm. Get the best business coverage in Chicago, from breaking news to razor-sharp analysis, in print and online. Our purpose in life was to do all we possibly can that God (put) us here to do to make life better for all human beings. He made his own way.. WebGary Edward Gardner, American manufacturing executive. He got teased a lot, Terri Gardner said. The line is being distributed nationwide through retailers including the nation's largest beauty supply chain, Sally Beauty Co. Although the company gave no official reason for the resignations, industry insiders speculated that they were due to disagreement over Soft Sheen's future course. Principal Subsidiaries: Dyke & Dryden, Ltd. (U.K.; 66%); Soft Sheen Products, Ltd. (Jamaica); Soft Sheen International. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. He donated tens of thousands of dollars to causes that sought to end gun violence; to that end, he helped create the nonprofit organization Black On Black Love. Last month he signed a law to raise the retirement age from 62 to 64, despite months of strikes, One subscription that gives you access to news from hundreds of sites, Philippines, China to discuss fishing rights in South China Sea-Marcos. 1995 sales were about $94 million, considerably short of Gardner's expectations. In India, where 42 million women have the disease, cultural stigmas can make the delay even longer, Why Is My Dog Shaking? Gardner owner of Soft Sheen Products, Inc. Photo provided by the Salient Group, Inc. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve.. Guy Peyrelongue, president and CEO of Cosmair Inc., L'Oreal's U.S. subsidiary, said L'Oreal approached Soft Sheen, which has about $95 million in sales. That's how executives, speaking publicly for the first time since the acquisition July 1, explained the deal Thursday. WELCOME TO THE FAMILY! Privacy Policy subcat: '', Born in 1925 to a warehouse worker and a seamstress in the West Chesterfield neighborhood, Gardner was a teacher and administrator for several years in Chicago Public Schools during a time when he was getting his hair care line off the ground. Gary Gardner. As consumers, we often take for granted all the hard work that goes into building a great company. For more than half a century, the family has shared their husband, father, father-in- law, uncle, grandfather, and great-grandfather proudly and unselfishly with the world. Although his Organic line isn't as widely distributed as Soft Sheen's products, it is being sold in beauty supply stores and professional salons nationwide, including industry leader Sally Beauty, owned by Melrose Park-based Alberto-Culver Inc. One Sally operator says he increased the store's monthly order of Organic products from 84 items to 336 in just four months -- and still sells out within two or three days of delivery. Mr. Gardner died Monday at his home near 91st Street and Michigan Avenue, where he spent all but four of his 98 years, his family said. Edward G. Gardner, co-founder of Soft Sheen Products and beloved philanthropist, dead at 98 Mr. Gardner donated tens of thousands of dollars to causes that sought to end gun violence and helped create the nonprofit Black On Black Love. tude.refreshAdsViaDivMappings([ { He taught me the value of a strong work ethic. From a young age, his four children, Gary, Terri, Guy, and Tracy, along with his wife Bettiann, were intricately involved in the business. Women of Power TECH, PODCASTS My mother let him know that the pans were off limits because we needed to eat.. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Sign Up. It had to go out in the alley. In fact, retailers account for approximately 75 percent of its sales, and salons for 20 percent. Industry insiders speculate that Mr. Gardner, flush with cash from the sale of the family business, is funding Namaste by himself. As a patron of the arts, Gardner and his wife were instrumental in the development of the New Regal Theater (now the Avalon Regal Theater) a noted venue for Black performers. He also cut operational costs, in an effort to boost profits. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', He taught for several years in Chicago Public Schools and was also an administrator. Consumer interest in the products was not overwhelming but was enough to keep the Gardners plugging away at their slowly growing business. As the years went by, the Gardners continued to work hard and Soft Sheen flourished. ]); Did we say it over and over and over again? page_type: 'article', On Thursday, the lives and efforts of these civic pillars were celebrated by hundreds of people including dignitaries, public officials, and former Soft Sheen employees. cnx({ 31. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. Simultaneously, his wife Denise resigned from her position as vice-president of marketing. A private family service is planned. Three boys and one girl: Gary, Guy, Tracy and Terri. Soft Sheen's research and development staff were to be included as part of the new facility. In that same spirit, he continued his commitment to support the livelihood of professional cosmetologists by ensuring that his most popular product system, Care Free Curl, was solely available for purchase and application by them. I feel blessed to have had Ed Gardner as my father. Pet Experts Reveal How to Help. WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). Under the terms of the agreement, Terri Gardner remained on as president of the Soft Sheen division and also became a member of Cosmair's executive committee. Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his wifes pots and pans. These operational shortcomings, along with adverse market conditions, put the brakes on Soft Sheen's sales growth. No one calls it the nerd prom anymore. In the early 1980s Mr. Gardner founded Black on Black Love an organization tailored towards curtailing violence in Chicago. Also, please download theGrio mobile apps today! About In 1987, Soft Sheen moved to compensate for diminishing domestic sales by expanding its presence in overseas markets. It acquired 66 percent of Dyke and Dryden, Ltd., a London-based manufacturer of ethnic hair care products and the largest black-owned business in Europe. On the side, he would deliver hair care products out of the back of his car to South Side beauty salons. The overall slowdown in sales was compounded by increased competition within the industry. He started off on [his wifes] stove. As an activist and civic leader, Gardner raised $300,000 with Soft Sheens resources 40 years ago, according to a news release. Gardner and his wife Bettiann founded the company in 1964. He was 98. Registry of Corporate Directors. After pan-bashing, France's Macron faces Labour Day protests. If there was a violent event where someone was at the hospital and needed help, he would write a check to that family, Gary Gardner said. Throughout his ownership of the company, he continued to offer exclusive products for his beloved salon customers. tude.refreshAdsViaDivMappings([ { url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', baseDivId: 'pb-slot-right-1', Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. Since the 1970s, its flagship product Black Enterprise magazine has covered African-American businesses with a readership of 3.7 million. ", The White House Correspondents Association Dinner Best Dressed. But about six months ago, Namaste began an aggressive marketing campaign for its Organic Root Stimulator products that included advertising in Essence, Ebony and Jet magazines. Instead of flowers, donations to Chicago State University can be made here. 2023 The Citizen Newspaper Group, All Rights Reserved. Gardners charitable contributions were in the tens of thousands of dollars to fight gun violence. He often stated his primary reason for establishing Soft Sheen Products, Inc., was to create employment opportunities for young Black and Brown men and women. "My father saw the untapped potential of his community. He helped elect the citys first Black mayor, Harold Washington, in 1983 loaning the Washington campaign his creative staff as well as helping fund a voter registration campaign. Popularized by recording artist Michael Jackson, the wet-looking, loosely curled style required a whole host of hair care products to achieve and maintain. In July 1998, L'Oreal announced that it planned to open a specialized research and development center in Chicago dedicated to ethnic products, the only such R & D center in the world. In the fall of 1997, the company launched Alternatives, a line of relaxers and styling products designed for younger women who varied their hairstyles from day to day. The Gardners are still active in the community today and enjoy spending time with their seven grandchildren. In part, this effort resulted in the election of Harold Washington as Chicagos first Black mayor. WebOwner. Mr. Gardner, the son of a warehouse worker and a seamstress, had to overcome much in his early years. He also taught me how to make mistakes. By Mary Mitchell Mar 22, 2023, 5:23pm PDT Pocket Disagreement or no, Gary Gardner retained his seat on the board of directors, while the company installed his sister, Terri Gardner, as interim president and CEO. or. Mid-1980s-90s: Second-Generation Gardner Leadership. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. The increased consumer use of gels, sprays, and moisturizers, in tandem with the continued sales growth of the Care Free Curl and Optimum Care lines, elevated Soft Sheen's sales to $87.2 million in 1989. Source: International Directory of Company Histories, Vol. He taught me to fish. Conditioning was particularly important to preserve the health of black hair, which tended to dry out under the stress of styling and chemical processing. Ed Gardner proudly walked arm-in-arm at the front of the line with his long- time colleagues, Manford Byrd, Lerone Bennett and Timuel Black. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve. Terri Gardner. Unfortunately, the domestic market for ethnic hair care products remained in its slump, with hairstyles still tending toward a more natural, less time-intensive look. based on Chicagos South Side, evolved into one of the nations largest Black-owned businesses. Mr. Gardner was a well-known philanthropist and activist. After over 30 years of business, the Gardners sold Soft Sheen Products to LOreal. Master of Business Administration, Northwestern University, 1980. In the 1980s, Ed and his wife Bettiann became co-owners of the Chicago Bulls basketball team, cementing their love for Chicago and its award-winning franchise. She made good on her promise. He was also a board member of Chicago United and The Chicago Urban League, as well as co-owner of the Chicago Bulls. Member of American Health and Beauty Aids Institute. If there was a violent event where someone was at the hospital and needed help, he would write a check to that family, Gardners son, Gary Gardner said, the Sun-Times reports. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', In a September 1998 interview with Black Enterprise, Gardner explained the company's decision to join L'Oreal. In a November 1996 interview with Drug Store News, she promised that consumers would see new Soft Sheen products in the stores in the first quarter of 1997. 1979: Soft Sheen introduces Care Free Curl, causing revenues to increase dramatically. 1985: Gary Gardner becomes president and CEO of Soft Sheen. 1996: Gary Gardner resigns, and is replaced by his sister, Terri Gardner. Soft Sheen Products Inc. is the top U.S. producer of ethnic hair care products. By May 1997, Soft Sheen had released two new lines, Mizani and Hair Werks, that were designed exclusively for use in salons. Soft Sheen finished 1997 with sales of $94.5 million. Blitzing the city with banners, print and radio advertisements, the campaign registered over 200,000 new voters and helped secure Harold Washingtons victory. "Gary slipped this line in through the back door very discreetly, but it's hot as a firecracker," says Kelly Murphy, president of New Jersey-based distributor East West Sales Network, who isn't representing Namaste's products but wishes he were. Suite 3200 He was my father, my hero, my teacher. He leaves a legend of love and a powerful life for the world to remember. divId: 'div-gpt-ad-rightrail-3', Gary Gardner, scion of the family that built one of Chicago's most successful minority-owned businesses, has emerged with a new venture in ethnic hair care products that appears to have struck pay dirt. One of her first moves was to purge Soft Sheen's product line of unprofitable products and package sizes, eliminating 40 of the company's 250 SKUs. The new signage will hang at 87th and Dobson near the site of the former home of Soft Sheen Products. The company produces embroidery application softtware for the craft and industrial market. pos: 'right_rail_3', With this war chest, he mounted a campaign that registered more than 200,000 voters. Meanwhile, Gardner continued giving Soft Sheen a makeover, with many of her efforts focused on improving customer relations. tude.cmd.push(function() { To ensure that the company did not outgrow its capabilities, Gardner deliberately decelerated. With this war chest, he mounted a campaign that registered more than 200,000 voters. If he wasnt at work, he was home with family. page_type: 'article', Ed Gardner was a well-known and admired businessman. The entrepreneur created Soft Sheens first Hair and Scalp conditioner. Entrepreneurs Summit James Gunn names decisive factor in Marvel re-hiring after Guardians of the Galaxy 3 sacking, Director was fired and rehired on the hit Marvel franchise, Fauci says the general public somehow didnt get his messaging that the vulnerable are really, really heavily weighted toward the elderly, Did we say hat the elderly were much more vulnerable? WebEdward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. Upon assuming her position, she almost immediately began making significant changes in the company's operations. } I feel blessed to have had Ed Gardner as my father. Despite the success, Mr. Gardner never moved from his neighborhood. Michael L. Pfleger of St. Sabina Church said the Gardners warned of the impending violence in Chicago years agobut their pleas fell on deaf ears. And now his work is done; he belongs to the ages. Dallas/Fort Worth Area. WebGardner began mixing hair and beauty products for blacks out of his basement during the 1940s. See Photos. Gardner, a co-founder of Soft Sheen Products Inc., died Monday at his home in the West Chesterfield neighborhood, where he spent almost all of his life. . More and more, large cosmetics firms were looking for a share of the ethnic market by adding their own ethnic product lines or acquiring smaller black hair-care companies. Peyrelongue and Gardner are unsure of the impact on employee rolls. WebMr. In addition to his son Gary, survivors include three other children, Terri, Guy and Tracy, and his wife, Bettiann. At about the time Soft Sheen and L'Oreal began courting, Mr. Gardner was already in business for himself, introducing his high-end line of products without much fanfare.
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