Soft Sheen Products, Inc. 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. Missing Crain's in print? Honoring the Legacy of A Great Chicagoan and Black Business aid: '864241', Three boys and one girl: Gary, Guy, Tracy and Terri. 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. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Career After over 30 years of business, the Gardners sold Soft Sheen Products to LOreal. Their interim leader Terri Gardner, however, was no mere figurehead. In fact, retailers account for approximately 75 percent of its sales, and salons for 20 percent. divId: 'div-gpt-ad-rightrail-1', The slowdown was largely due to a consumer trend toward shorter and drier hairstyles, which required fewer styling products. Ed Gardner Chicago: Family of Edward Gardner He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve.. 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. }); window.tude = window.tude || { cmd: [] }; We never got the wax out of the pan. Gardner Women of Power TECH, PODCASTS Privacy Policy. Gardner }); window.tude = window.tude || { cmd: [] }; kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', 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. I feel blessed to have had Ed Gardner as my father. I feel blessed to have had Ed Gardner as my father. 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. Log In. Gardner, Edward G. 1925 | Encyclopedia.com } Instead of flowers, donations to Chicago State University can be made here. G7 Solutions. 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. EX-SOFT SHEEN CHIEF RE-EMERGES | Crain's Chicago 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. TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. And in 2012, at the age of 87 and walking with a cane, he led a protest down Western Avenue, his son said. "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. }); !function(n){if(!window.cnx){window.cnx={},window.cnx.cmd=[];var t=n.createElement('iframe');t.display='none',t.onload=function(){var n=t.contentWindow.document,c=n.createElement('script');c.src='//cd.connatix.com/connatix.player.js',c.setAttribute('async','1'),c.setAttribute('type','text/javascript'),n.body.appendChild(c)},n.head.appendChild(t)}}(document); } Throughout the decades, Eds faith in God and humanity, and his belief in the power of the written word to stop the violence, persisted. They eventually moved into an old factory at 87th and Dobson and renovated the building that would become Soft Sheens new campus. Although there was no change in ownership, the company's decision-making process did result in a change in leadership. Economic Equity & Racial Justice Townhall Series, Elevate Black Podcast sponsored by Fifth Third Bank, 100 Founders of Change by American Express, Chasing Success Podcast by JP Morgan Chase, Black Business Month Sponsored by Nationwide, 2022 Registry Of Corporate Directors Listing, 2021 BE Registry Of Corporate Directors Listing. As the Gardner family began to grow, Mr. Gardner, an educator by profession, began to seek other avenues to generate additional income. Gardners charitable contributions were in the tens of thousands of dollars to fight gun violence. In 2012, at age 87, Gardner organized more than 1,000 protesters in response to a South Side construction sites lack of Black workers. View our. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve. Terri Gardner. He taught me to fish. We went from small mom and pop to a major player in the business, said Gary Gardner. In part, this effort resulted in the election of Harold Washington as Chicagos first Black mayor. Mr. Gardner was the marketing guru behind Soft Sheen's Care-Free Curl in the mid-1980s and the revolutionary relaxer products that followed. Words of remembrance and condolences are invited at Edward Gardner In Memoriam Facebook Group page https://www.facebook.com/groups/3117330031746372 Its an entrepreneurial quality that allowedhim to create a business despite the challenges of institutional and individual racism. "My father saw the untapped potential of his community. Although the company refused to release the price of the acquisition, industry analysts estimated it at more than $160 million. ]); Terri Gardner. 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. In India, where 42 million women have the disease, cultural stigmas can make the delay even longer, Why Is My Dog Shaking? Now, retail outlets can't stock enough of the products. She made good on her promise. Gary Gardner described the goings on in the family kitchen as somewhere between a science lab and a cooking experiment.. He believed in himself and his ability to not just hope things worked out, but to make sure things worked out. 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. Another of her initiatives involved restructuring and consolidating the company's warehouse operations, a move that increased on-time shipments and improved service levels. 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. My mother let him know that the pans were off limits because we needed to eat.. Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. Yes. Betty and Ed Gardner celebrate their street dedication ceremony with members of the Illinois legislature and Chicago City Council. Gary Gardner. They are marketed under various brand names, including Alternatives, Baby Love, Care Free Curl, Frizz Free, as well as Sportin' Waves, Wave Nouveau, and Optimum Care. tude.cmd.push(function() { 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. Soft Sheen started as a garage-based business and grew to an international empire that influenced how people all over the world beautified themselves. By continuing to use this site, you agree to our use of cookies. She transitioned him to the basement, Terri Gardner said. Son of Edward George and Betty Ann (Gueno) Gardner. While Mr. Gardner worked the field and perfected new hair products, Mrs. Gardner ran the operations of their budding business by balancing books and purchasing supplies. 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. Get the best business coverage in Chicago, from breaking news to razor-sharp analysis, in print and online. He also taught me how to make mistakes. 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. He stuttered as a child. tude.refreshAdsViaDivMappings([ { Ed and Betty Gardner, the driving force behind Soft Sheen Products were honored last Thursday with a street naming dedication ceremony not too far from where their company was once located. 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. He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. As the oldest, I think I spent the most time with him as a child. 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. Meanwhile, Soft Sheen continued to introduce new products. Ald. About Us ORS Hair Care Also, please download theGrio mobile apps today! He was 98 years old. In fact, he created a nonprofit organization called Black On Black Love to address violence. 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 my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. So he worked as a part time salesman selling beauty products to salons. 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. 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. Gardner 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. Entrepreneurs Summit 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. You replace crime by realizing that as a mother and as a father you have a responsibility to do all you can to give that child the best chance for a happy life. 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. In 2000, Ed converted an 84,600 sq. The Gardners are still active in the community today and enjoy spending time with their seven grandchildren. Edward G. Gardner was a humanitarian, a philanthropist, and a successful businessman, who loved the city of Chicago and Chicago loved him in return. Gary Gardner, President, Soft Sheen Products Inc., 1993 Elizabeth Garrett, Professor of law, deputy dean for academic affairs, Univ. See Photos. Keep in mind the child is an extension of youeverything that they do is a reflection of you. Dismayed by the level of violence in the community, in the 1980s he created the non- profit organization, Black On Black Love. Its distribution system was inefficient and slow, with orders taking ten days to be filled. BLACK ENTERPRISE is the premier business, investing, and wealth-building resource for African Americans. 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. subcat: '', }); EVENTS baseDivId: 'pb-slot-right-1', 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. It expanded its offerings to a myriad of social services including after-school programs and employment training. Soft Sheen Products Inc. is the top U.S. producer of ethnic hair care products. 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. He eventually resigned from the position to wholeheartedly focus on the familys business and launch the line nationwide. 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.'. Soft Sheen page_type: 'article', The entrepreneur created Soft Sheens first Hair and Scalp conditioner. He was also a board member of Chicago United and The Chicago Urban League, as well as co-owner of the Chicago Bulls. Shaking in dogs could mean a number of different things. Mid-1980s-90s: Second-Generation Gardner Leadership. The company expected its global expansion to drive sales up to $150 million by the middle of the 1990s. By Mary Mitchell Mar 22, 2023, 5:23pm PDT Pocket 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. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', page_type: 'article', Click below to see everything we have to offer. He employs fewer than 25 administrators and marketers and outsources manufacturing and packaging operations, sources say. Conditioning was particularly important to preserve the health of black hair, which tended to dry out under the stress of styling and chemical processing. Gary Edward Gardner (born August 22, 1954), American "I'm very comfortable that this organization is capable of helping Soft Sheen meet the vision that we set years ago.". E-mail oureditor Background Gardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. He rallied his troops.. Harold Washington Edward G. Gardner, co-founder of Soft Sheen Products, died Monday. 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 Instead of flowers, donations to Chicago State University can be made here. Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. WebTen-year-old Gary Gardner, Soft Sheen s future president, mixed Soft Sheen Hair and Scalp Conditioner and demonstrated it at trade shows. 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. Gary Gardner. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', He taught me the value of a strong work ethic. Gary Gardner. Gardner will remain at the helm of Soft Sheen. Principal Competitors: Alberto-Culver Company; Carson Inc.; Massimo Enterprises Inc.; Revlon, Inc. He served in the Army during World War II and later took advantage of the GI Bill to get a bachelors degree at Chicago Teachers College, now Chicago State University, and a masters in education from the University of Chicago. targeting: { The gentle, conditioning Optimum Care quickly became the industry's best-selling relaxer. Testing various mixtures on their children, the Gardners developed several products that were specifically formulated to address the needs of African Americans. He was 98, his family said. subcat: '', 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. Mr. Gardner declined a request for an interview with a curt "I'm not going to talk to you about it.". ]); "At the trade shows, everyone is bunched up around his table trying to find out more about it.". L'Oreal found it shared a lot "in common values" with Soft Sheen, he added. BE 100s 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. 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. See Photos. In the early 1980s Mr. Gardner founded Black on Black Love an organization tailored towards curtailing violence in Chicago. 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. 'We grew so fast, we were afraid the franchise would be taken away from us,' Gardner said in a February 1991 interview with USA Today. 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. Mr. Gardner, the former CEO of Soft Sheen Products Inc., and his wife, Denise, are marketing a line of products designed to restore growth to damaged hair and relieve flaky scalps -- conditions caused by braiding and overuse of chemical-based dyes and relaxers, like the ones Soft Sheen made its fortune selling. Once again, the Gardners started thinking about selling their 33-year-old business. St. James Press, 2000. Log in or sign up for Facebook to connect with friends, family and people you know. He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. Gary 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. Mr. Gardner sold the business in 1998. The innovative product was a phenomenal success. Paris (AFP) - France's President Emmanuel Macron faces more nationwide protests on Monday as he seeks to steer the country on from a divisive pension law that has sparked anger, pan-bashing and social unrest. Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. . Gardiner and his wife, Bettiann, founded Soft Sheen in 1964. cat: 'fashion-beauty', Despite the success, Mr. Gardner never moved from his neighborhood. He was my father, my hero, my teacher. Soft Sheen's already exponential sales growth got a further boost in the 1980s from the widespread vogue of the 'Jheri-curl' hairstyle. He was a part-owner of the Chicago Bulls, and for many years, attended every home game. Soft Sheen's research and development staff were to be included as part of the new facility. Another major product introduction soon followed. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. learn how over 7,000 companies got started! 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. 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. In 1964, at age ten, Gardner began working for the family business, Soft Sheen Products, Inc., packaging hair care items with his younger sister in the familys home in Chicago. Black Enterprise is a black-owned multimedia company. (L to R) Back row: State Rep. Marcus Evans (33), Alderman Michelle Harris (8) and State Sen. Jacqueline Collins (16). Here's how to figure out what's wrong with your pup. 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. Subscribe to Newsletter See Photos. ". I looked up to him Gary Gardner stated on Wednesday. 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. Son of Edward George and Betty Ann (Gueno) Gardner. In lieu of flowers, donations can be made to Chicago State University: www.csu.edu/foundation/donate.htm. 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. Mr. Gardner was a well-known philanthropist and activist. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. Master of Business Administration, Northwestern University, 1980. The Gardners claim Namaste's growth occurred through listening to the needs and desires of customers for healing hair care products that reminded them of nourishing household remedies. According to Terri Gardner, One of my dads greatest qualities was his perseverance. From a young age, his four children, Gary, Terri, Guy, and Tracy, along with his wife Bettiann, were intricately involved in the business. He was 98 years old. Honoring the Legacy of A Great Chicagoan and Black Industry insiders speculate that Mr. Gardner, flush with cash from the sale of the family business, is funding Namaste by himself. or. He made his own way.. Registry of Corporate Directors. Its 200-plus products include shampoos, conditioners, relaxers, perms, and gels. Member of American Health and Beauty Aids Institute. Gardner and his wife Bettiann founded the company in 1964. Soft Sheen Products, Inc. -- Company History The post Soft Sheen co-founder, civic leader Edward Gardner dies appeared first on TheGrio. We will introduce items that will grow every category we compete in, from hair color through relaxers, styling aids, conditioners, and wave products.'. Targeting these 'Generation Y' consumers--which research showed to be an underserved segment of the market--Soft Sheen went for an innovative, fresh look and feel in its product packaging and ad copy. pos: 'right_rail_2', He started off on [his wifes] stove. See Photos. All rights reserved. WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). env: 'prod', Mr. Gardner told the Chicago Citizen that he and Mrs. Gardner are blessed to have been honored for their many contributions over the years. 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. Unfortunately, those challenges never went away in spite of his tremendous business success.. See Photos. In addition to his son Gary and daughter Terri, survivors include two other children, Guy and Tracy, and his wife, Bettiann, seven grandchildren and a great-grandson. 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. based on Chicagos South Side, evolved into one of the nations largest Black-owned businesses. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. cat: 'fashion-beauty', Ed Gardner was a well-known and admired businessman. 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. "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.". Yes, yes, yes. Soft Sheen Products, Inc. | Encyclopedia.com 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. The product itself offered styling flexibility and a unique 'moisture retention complex' that conditioned the hair and protected it from heat styling and chemical processing applications. It bothered him deeply that when he saw construction projects on the South Side, often the workers werent Black. Care Free Curl was a solution that dramatically reduced the amount of time it took to relax hair--from almost eight hours to only two. That drove him to anger, said Gary Gardner. 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. Analyst Ken Smikle, of Target Market News, said of Soft Sheen: The Citizen Newspaper Group
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