In 1964, he left a career as a popular teacher and assistant principal to start a haircare company, Soft Sheen Products, Inc. with his wife Bettiann. He was born with the inner vision to see the world differently, but more importantly, to see and make a difference to what he saw, said another of his children, Gary Gardner. 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 will remain at the helm of Soft Sheen. Soft Sheens Edward G. Gardner showed what Black life could be He built his family a beautiful home on the South Side of the city and co-founded a business that provided steady employment so others could do the same. He was 98. In September 2012, at the age of eighty-seven, Edward Gardner led over a thousand demonstrators protesting the lack of Black workers on local construction crews. Most importantly, he taught me how to engage all people with humanity and humility, said Gary Gardner. He made his own way.. He was the embodiment of the hard-working, family-focused, responsible Black father. L'Oreal, which had a reputation for heavy investment in research and development, expected its new Chicago center to be operational by the year 2001. Gardner sold the business in 1998. It bothered him deeply that when he saw construction projects on the South Side, often the workers werent Black. L'Oreal S.A. is an international cosmetics company with $10 billion in annual sales, but the one hole in its portfolio has been products for people of African descent. 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. The line is being distributed nationwide through retailers including the nation's largest beauty supply chain, Sally Beauty Co. 'This past year, we took some time to tend to our operations and our physical plant to make sure that we were efficient,' she said, adding, 'For 1997, we will have some major new product introductions. Words of remembrance and condolences are invited at Edward Gardner In Memoriam Facebook Group page https://www.facebook.com/groups/3117330031746372 We will introduce items that will grow every category we compete in, from hair color through relaxers, styling aids, conditioners, and wave products.'. Get the best business coverage in Chicago, from breaking news to razor-sharp analysis, in print and online. cnx({ env: 'prod', targeting: { 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. 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. Once the Soft Sheen acquisition was complete, L'Oreal began strategizing how to best grow its new subsidiary and expand its beachhead in the ethnic market. Gardiner and his wife, Bettiann, founded Soft Sheen in 1964. cat: 'fashion-beauty', Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. He melted wax in one of the pans, said one of Mr. Gardners four children, Terri Gardner. Edward G. Gardners hair care line started in his home basement and grew to be one the largest Black-owned businesses of its kind in the nation. WebLater, she executed the merger of a major competitor, as president of Soft Sheen/Carson division of LOral USA, overseeing 500 worldwide employees and revenues over $150 million by 2000. That drove him to anger, said Gary Gardner. He was 98. Early in 1998, they began talks with French-owned cosmetics company, L'Oreal S.A. L'Oreal--which operated in 150 countries and had a collection of brands that included Maybelline, Redkin, and Lancme--needed a portal to the ethnic market. Career } He also taught me how to make mistakes. After over 30 years of business, the Gardners sold Soft Sheen Products to LOreal. He rallied his troops.. Ed Gardner was a well-known and admired businessman. "L'Oreal is, in fact, a company that was started by a man and his wife, and that's basically the story of Soft Sheen," said Terri Gardner, president of Soft Sheen and daughter of the company's founder. According to CBS News, a private family service is planned. In early July 1998, Soft Sheen announced that it had agreed to be acquired by L'Oreal's New York-based U.S. subsidiary, Cosmair Inc. Soft Sheen scored another success in the late 1980s, when it introduced Optimum Care, a relaxer kit that allowed salon stylists to straighten and condition hair at the same time. Dismayed by the level of violence in the community, in the 1980s he created the non- profit organization, Black On Black Love. Chicago, IL 60601 Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. By that point in her career, she had worked at Leo Burnett and served as Vice President at Soft Sheen Products, Inc., a family hair care and beauty company founded by her in-laws. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', These operational shortcomings, along with adverse market conditions, put the brakes on Soft Sheen's sales growth. Missing Crain's in print? As consumers, we often take for granted all the hard work that goes into building a great company. Namaste's seven-item line -- priced from $7 to $13 -- includes fertilizing serum, fertilizing balm, hair "mayonnaise" and carrot oil. } The new signage will hang at 87th and Dobson near the site of the former home of Soft Sheen Products. He was my father, my hero, my teacher, Gary Gardner said in a news release. 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. Another major product introduction soon followed. ". He was also a board member of Chicago United and The Chicago Urban League, as well as co-owner of the Chicago Bulls. Like every other event involving a red carpet these days, the White House Correspondents Association Dinner has become yet another opportunity to use a moment of image-making to generate conversation and influence public opinion. See Photos. He was the embodiment of the hard-working, family-focused, responsible Black father. "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.". Gary Gardner. ]); He started off on [his wifes] stove. After pan-bashing, France's Macron faces Labour Day protests. My father saw the untapped potential of his community. B.E. View our. I looked up to him Gary Gardner stated on Wednesday. A commonly available ingredient cooked in lower- or middle-class kitchens can be seen as mediocre, but the same thing prepared by a renowned chef and served in a star-studded restaurant can be a symbol. By continuing to use this site, you agree to our use of cookies. He loaned his creative staff, along with significant advertising dollars, to create the signature voter registration campaign, Come Alive October 5. 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. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. The creator and founder of Soft Sheen hair care products held many titles in his long life, but his family said his legacy will be in his dedication to others. . We see them around but we don't know what goes on behind the scenes. The product wasnt exactly an overnight success but after taking advice from hairstylists and others in the industry, Gardner was able to eventually tweak the formula to perfection. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. 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. only a slight increase over 1996, despite new product introductions and improvements in operational efficiency. Gary Gardner, President, Soft Sheen Products Inc., 1993 Elizabeth Garrett, Professor of law, deputy dean for academic affairs, Univ. Keep in mind the child is an extension of youeverything that they do is a reflection of you. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', The Gardners married in 1950 and from their union four children were born. When you not only told us not to hurt and harm each other but to love each other You were trying to pastor us and nobody was ready to hear it, Pfleger said. 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 employs fewer than 25 administrators and marketers and outsources manufacturing and packaging operations, sources say. He taught me the value of a strong work ethic. 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. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. Throughout his ownership of the company, he continued to offer exclusive products for his beloved salon customers. Edward G. Gardner, co-founder of Soft Sheen Products and precious philanthropist, dead at 98 by Elwood Hill March 22 2023 Edward G. Gardner's hair care line began in his home basement and grew to be one the largest Black-owned organizations of its kind in the country. The company sells its products to salons, beauty supply houses, and such retailers as drug stores and department stores. See Photos. Soft Sheen Products officially launched in 1964 while Mr. Gardner was still an assistant principal at a local school. In May, the family hired a financial advisory firm to review Soft Sheen's options, prompting a flurry of rumors that the company was for sale. A lifelong resident of the Chicagos South Side, Gardner is the retired president and co-founder of Namast Laboratories, the nations largest minority-owned hair care company and the former president of Soft Sheen Products, Inc. CCCs seven-member board, serve three-year terms as appointed by the Mayor of Chicago with Shaking in dogs could mean a number of different things. He stuttered as a child. He believed in himself and his ability to not just hope things worked out, but to make sure things worked out. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. 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. Impressed with Terri Gardner's leadership abilities, the Soft Sheen board of directors asked her to fill the president and CEO positions on a permanent basis. 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. The slowdown was largely due to a consumer trend toward shorter and drier hairstyles, which required fewer styling products. And now his work is done; he belongs to the ages. 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. 31. WELCOME TO THE FAMILY! Once again, the Gardners started thinking about selling their 33-year-old business. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve.. 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. Subscribe to Newsletter The Soft Sheen Products co-founder was a devoted advocate of Chicagos African-American community. div_id: 'div-gpt-ad-rightrail-2', ft. warehouse at 95th & Cottage Grove into House of Kicks, a family entertainment and educational complex. Gardner will remain at the helm of Soft Sheen. 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. Consumer interest in the products was not overwhelming but was enough to keep the Gardners plugging away at their slowly growing business. subcat: '', Women of Power Summit 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. As an activist and civic leader, Gardner raised $300,000 with Soft Sheens resources 40 years ago, according to a news release. 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. 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. "Gary and Denise have found another category where there is a tremendous need, another major niche," says Lafayette Jones, president and CEO of industry consulting firm Segmented Marketing Services Inc. in North Carolina. In fact, he created a nonprofit organization called Black On Black Love to address violence. Three boys and one girl: Gary, Guy, Tracy and Terri. Peyrelongue and Gardner are unsure of the impact on employee rolls. Two of the company's early products were Soft Sheen Hair & Scalp Conditioner and Miss Cool Five Minute Fast Set, a quick-setting lotion that eliminated the need for sleeping in rollers. cat: 'fashion-beauty', Michelle Harris (8th) praised the Gardners saying that they are the epitome of what an African American entrepreneur is. Instead of flowers, donations to Chicago State University can be made here. Suite 3200 The company's presence in overseas markets was also likely to increase, supported by L'Oreal's vast global reach. A private family service is planned. 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. (L to R) Back row: State Rep. Marcus Evans (33), Alderman Michelle Harris (8) and State Sen. Jacqueline Collins (16). The 44-year-old Mr. Gardner struck out on his own three years ago after a disagreement with family members about Soft Sheen's future. Their interim leader Terri Gardner, however, was no mere figurehead. Last year, the $80-million Chicago-based company was sold to French cosmetics giant L'Oreal SA for an estimated $100 million-plus. He was 98 years old. }); window.tude = window.tude || { cmd: [] }; Soft Sheen finished 1997 with sales of $94.5 million. Click here to get the full experience on your screen. Now, retail outlets can't stock enough of the products. She developed new packaging options that helped retailers better manage their inventories, and upgraded the company's computer system to facilitate electronic customer communication. Background Gardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. Mr. Gardner sold the business in 1998. His survivors also include two other children, Guy and Tracy, his wife, seven grandchildren and a great-grandson, the Sun-Times reports. The innovative product was a phenomenal success. 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. Juris Doctor, Northwestern University, 1980. WebGardner began mixing hair and beauty products for blacks out of his basement during the 1940s. 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. env: 'prod', 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. 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. The pioneering Gardners saw the opportunity to offer better products to people of color and, taking matters into their own hands, began experimenting with shampoo and pomade 'recipes.'. She made good on her promise. At some point during his tenure as a salesman, Mr. Gardner learned that Black salons were unhappy with the limited supply of beauty products available to the African American consumer and therefore decided to take matters into his own hands. In lieu of flowers, donations can be made to Chicago State University: www.csu.edu/foundation/donate.htm. Master of Business Administration, Northwestern University, 1980. In early 1999, the company unveiled Frizz Free, an anti-frizzing product that contained conditioners and oils to combat dryness and damage. But he says while the couple were busy making their imprint, they had no idea they affected so many people. 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. 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. Staying current is easy with Crain's news delivered straight to your inbox, free of charge. 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. Three boys and one girl: Gary, Guy, Tracy and Terri. He overcame it. "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. The popularity of Care Free Curl drove revenues up at an almost unbelievable pace, from $500,000 in 1979 to $55 million by 1982. Black Enterprise is a black-owned multimedia company. Industry insiders speculate that Mr. Gardner, flush with cash from the sale of the family business, is funding Namaste by himself. Management In 1987, Soft Sheen moved to compensate for diminishing domestic sales by expanding its presence in overseas markets. Ed Gardner was a well-known and admired businessman. } See Photos. By Stefano Esposito Updated Mar 22, 2023, 10:28am PDT Pocket Principal Competitors: Alberto-Culver Company; Carson Inc.; Massimo Enterprises Inc.; Revlon, Inc. Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his wifes pots and pans. tude.refreshAdsViaDivMappings([ { The Gardners' company, Evergreen Park-based Namaste Laboratories LLC, is the first producer to target this highly specialized ethnic market through both salons and retail stores. All he needed to know was that you thought he couldnt do something, and that would make him do it even more, Terri Gardner said. WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). 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. According to CBS News, a private family service is planned. Hell on earth: Indias taboos around womens pain leave endometriosis sufferers in agony, Despite the pain of the condition, diagnoses take seven years on average globally. The gentle, conditioning Optimum Care quickly became the industry's best-selling relaxer. 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. Dyke and Dryden distributed its products in the United Kingdom and in Africa, giving Soft Sheen solid entry into a market of approximately 440 million potential customers. aid: '864241', He also cut operational costs, in an effort to boost profits. TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. WebMr. Gardners charitable contributions were in the tens of thousands of dollars to fight gun violence. Gardner and his wife Bettiann founded the company in 1964. He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. Sign Up. Son of Edward George and Betty Ann (Gueno) Gardner. He was 98 years old. I was his assistant when he made product deliveries. Soft Sheen's research and development staff were to be included as part of the new facility. Entrepreneurs Summit Also, please download theGrio mobile apps today! Soft Sheen will become a division of Cosmair while L'Oreal will expand its ethnic research and development activities to Chicago. See Photos. We went from small mom and pop to a major player in the business, said Gary Gardner. Soft Sheen Products Inc., a relatively small Chicago-based company, will help its new parent fill that hole. Soft Sheen started as a garage-based business and grew to an international empire that influenced how people all over the world beautified themselves. Edward G. Gardner, a trailblazing businessman in the beauty industry as the co-founder of Soft Sheen Products, has passed away, reports the Chicago Sun-Times. 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. My mother let him know that the pans were off limits because we needed to eat.. Ads tout the products' natural ingredients, herbs and vitamins. He eventually resigned from the position to wholeheartedly focus on the familys business and launch the line nationwide. What he faced as the newly appointed president, however, was less a matter of getting a fledgling company off the ground and more a matter of controlling a business that was growing too fast. Soft Sheen Products Inc. is the top U.S. producer of ethnic hair care products. You dont replace crime by keep on adding more policemen, Mr. Gardner said of the problem. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Mr. Gardner was a well-known philanthropist and activist. divId: 'div-gpt-ad-rightrail-1', If he wasnt at work, he was home with family. ]); Women of Power TECH, PODCASTS Mid-1980s-90s: Second-Generation Gardner Leadership. div_id: 'div-gpt-ad-rightrail-1', Despite the success, Mr. Gardner never moved from his neighborhood. He was a part-owner of the Chicago Bulls, and for many years, attended every home game. 1995 sales were about $94 million, considerably short of Gardner's expectations. page_type: 'article', Outside of their business, the Gardners remained staunch community activists being actively involved in Harold Washingtons mayoral campaigns for example and together were members of several organizations including the Chicago Urban League and Chicago United. Around 1960, he began working for another beauty supply business and when it went bankrupt, Gardner took its customers and began producing his He was 98 years old. In fact, retailers account for approximately 75 percent of its sales, and salons for 20 percent. pos: 'right_rail_1', He was 98, his family said. About learn how over 7,000 companies got started! Conditioning was particularly important to preserve the health of black hair, which tended to dry out under the stress of styling and chemical processing. Jones adamant Wallabies can be best in the world. } Soft Sheen's already exponential sales growth got a further boost in the 1980s from the widespread vogue of the 'Jheri-curl' hairstyle. In part, this effort resulted in the election of Harold Washington as Chicagos first Black mayor. ", The White House Correspondents Association Dinner Best Dressed. In 2012, at age 87, Gardner organized more than 1,000 protesters in response to a South Side construction sites lack of Black workers. pos: 'right_rail_3', He taught me how to build, how to fix things, how to drive, and how not to drive. 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. WebGardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. Click below to see everything we have to offer. Beauticians would tell him what they liked, didnt like or what they wished they could buy. He was my father, my hero, my teacher. See Photos. Although the company refused to release the price of the acquisition, industry analysts estimated it at more than $160 million. Also, please download theGrio mobile apps today! Sales Partnership Solutions The company expected its global expansion to drive sales up to $150 million by the middle of the 1990s. 2023 The Citizen Newspaper Group, All Rights Reserved. Did we say it over and over and over again? 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. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve. Terri Gardner. cnx.cmd.push(function() { According to Terri Gardner, One of my dads greatest qualities was his perseverance. Since 1970, BLACK ENTERPRISE has provided essential business information and advice to professionals, corporate executives, entrepreneurs, and decision makers. Its an entrepreneurial quality that allowedhim to create a business despite the challenges of institutional and individual racism. If you saw Ed Gardner out after work or on weekends, he had us, his children, in tow. pos: 'right_rail_2', E-mail oureditor Masthead. BE 100s He got up early in the morning, telling us Were not going to make it this way meaning lets get to work. Mr. Gardner persevered, later moving to his garage in the West Chesterfield neighborhood, and by the 1980s, owning one of the largest and most successful Black hair care companies in the United States, Soft Sheen Products. Soft Sheen Products, Inc. Analyst Ken Smikle, of Target Market News, said of Soft Sheen: "The industry has changed so radically that if they don't accept a sale offer now, the company's legacy may very well just be lost to the future completely. He taught me to garden. L'Oreal found it shared a lot "in common values" with Soft Sheen, he added. baseDivId: 'pb-slot-right-1', WebEdward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. Betty and Ed Gardner celebrate their street dedication ceremony with members of the Illinois legislature and Chicago City Council. subcat: '', Soft Sheen markets its products in several countries, including Africa, Brazil, and the Caribbean, as well as in the United States. The Gardners married in 1950 and from their union four children were born. 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. Mr. Gardner graduated from Fenger High School.

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