He taught me to fish. "At the trade shows, everyone is bunched up around his table trying to find out more about it.". He melted wax in one of the pans, said one of Mr. Gardners four children, Terri Gardner. She made good on her promise. baseDivId: 'pb-slot-right-1', Edward G. Gardner, co-founder of Soft Sheen Products or. Ed Gardner was a well-known and admired businessman. He served on the boards of Chicago United and The Chicago Urban League. He was 98. (Provided) Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his Industry insiders speculate that Mr. Gardner, flush with cash from the sale of the family business, is funding Namaste by himself. 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 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. In 1994, the company posted only a .6 percent increase over 1993 sales. Its 200-plus products include shampoos, conditioners, relaxers, perms, and gels. He started off on [his wifes] stove. Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. He also cut operational costs, in an effort to boost profits. Our purpose in this world wasnt to make money, wasnt to build a gigantic factory and hire a lot of people, Mr. Gardner said. 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 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. INFORMATION He was the embodiment of the hard-working, family-focused, responsible Black father. Pet Experts Reveal How to Help. 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 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. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. Shaking in dogs could mean a number of different things. 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. 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. 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. ]); Contact In lieu of flowers, donations can be made to Chicago State University: www.csu.edu/foundation/donate.htm. }); !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); "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. In 1964, he left a career as a popular teacher and assistant principal to tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Masthead. Since the 1970s, its flagship product Black Enterprise magazine has covered African-American businesses with a readership of 3.7 million. Yes. WebEdward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. Son of Edward George and Betty Ann (Gueno) Gardner. Its an entrepreneurial quality that allowedhim to create a business despite the challenges of institutional and individual racism. playerId: '4c4274f6-883d-4331-88d6-3a01a54156b9' Mr. Gardner was the marketing guru behind Soft Sheen's Care-Free Curl in the mid-1980s and the revolutionary relaxer products that followed. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', I feel blessed to have had Ed Gardner as my father. The company also began selling its products in foreign markets. Food -- how it is prepared and consumed -- can be a reflection of social status. Terri Gardner. 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. Frizz Free was the first frizz control product made specifically for ethnic women by an ethnic hair-care products company. Find your friends on Facebook. learn how over 7,000 companies got started! Soft Sheen co-founder, civic leader Edward Gardner dies - Yahoo He was 98 years old. We never got the wax out of the pan. The grassroots organization has been a staple in Chicagos activist community for decades. We will introduce items that will grow every category we compete in, from hair color through relaxers, styling aids, conditioners, and wave products.'. Analyst Ken Smikle, of Target Market News, said of Soft Sheen: Member of American Health and Beauty Aids Institute. "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. Ed Gardner was a well-known and admired businessman. My father saw the untapped potential of his community. 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. Although the company refused to release the price of the acquisition, industry analysts estimated it at more than $160 million. Despite such optimistic predictions, Soft Sheen did not have great success in penetrating foreign markets, and domestic sales continued to make up the great bulk of its revenues. pos: 'right_rail_3', He loaned his creative staff, along with significant advertising dollars, to create the signature voter registration campaign, Come Alive October 5. 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. 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. 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. She transitioned him to the basement, Terri Gardner said. 2023 The Citizen Newspaper Group, All Rights Reserved. He was 98. env: 'prod', divId: 'div-gpt-ad-rightrail-1', 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. Another of her initiatives involved restructuring and consolidating the company's warehouse operations, a move that increased on-time shipments and improved service levels. After over 30 years of business, the Gardners sold Soft Sheen Products to LOreal. ft. warehouse at 95th & Cottage Grove into House of Kicks, a family entertainment and educational complex. We bring news that matters to your inbox, to help you stay informed and entertained. 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. Gary Gardner. Also, please download theGrio mobile apps today! He was 98, his family said. env: 'prod', tude.refreshAdsViaDivMappings([ { 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. 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. He rallied his troops.. Most importantly, he taught me how to engage all people with humanity and humility, said Gary Gardner. Around 1960, he began working for another beauty supply business and when it went bankrupt, Gardner took its customers and began producing his I feel blessed to have had Ed Gardner as my father. page_type: 'article', Gary Gardner. } Their interim leader Terri Gardner, however, was no mere figurehead. See Photos. Entrepreneurs Summit Ads tout the products' natural ingredients, herbs and vitamins. In 1996, the Gardners established an That gave Mr. Gardner an idea and he began experimenting. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. CHICAGO PUBLIC LIBRARY ANNOUNCES PLANS TO OPEN TWO NEW LOCATIONS IN MIXED-USE DEVELOPMENTS, AND FUNDING FOR A NEW BRANCH IN WOODLAWN, Cubs Adbert Alzolay Helps Distribute Food at Advocate Health Cares Food Farmacy Day, REP. KELLY, SENATORS DUCKWORTH, DURBIN INTRODUCE TWO BILLS TO INCREASE YOUTH EMPLOYMENT OPPORTUNITIES, Cook County Commissioner Monica Gordon Gives Employers Incentive to Hire Formerly Incarcerated Individuals, CONGRESSMAN DANNY K. DAVIS VOWS TO FIGHT TO KEEP SUPPORT SYSTEMS INTACT WHILE REPUBLICANS SLASH BENEFITS IN DEBT CEILING PROPOSAL, Treasurer Pappas to participate in Cities Summit and share digital knowhow with leaders from the Western Hemisphere, The Black Hollywood Education & Resource Center Announces 30th Anniversary of Sistas Are Doin' It For Themselves Short Film Showcase and Virtual Film Festival, ComEd Invests $963 Million with Diversity-Certified Suppliers in 2022, MAYOR LIGHTFOOT JOINS CITY OFFICIALS FOR A JOINT RIBBON-CUTTING AND GROUNDBREAKING CEREMONY FOR 43 GREEN, Dions Chicago Dream launches Feed the Dream fundraising competition. Soft Sheen started as a garage-based business and grew to an international empire that influenced how people all over the world beautified themselves. G7 Solutions. He was 98. Gardner sold the business in 1998. Consumer interest in the products was not overwhelming but was enough to keep the Gardners plugging away at their slowly growing business. CHICAGO (CBS) -- Many are mourning the loss of Edward Gardner, a Chicago titan in business and philanthropy. 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. See Photos. 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. 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. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', '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. The overall slowdown in sales was compounded by increased competition within the industry. BLACK ENTERPRISE is the premier business, investing, and wealth-building resource for African Americans. He stuttered as a child. 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. Women of Power Summit Education Bachelor of Science, University Illinois, Chicago, 1975. based on Chicagos South Side, evolved into one of the nations largest Black-owned businesses. Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. Throughout the decades, Eds faith in God and humanity, and his belief in the power of the written word to stop the violence, persisted. Although there was no change in ownership, the company's decision-making process did result in a change in leadership. Edward G. Gardner was a humanitarian, a philanthropist, and a successful businessman, who loved the city of Chicago and Chicago loved him in return. 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. targeting: { Mr. Gardner was a well-known philanthropist and activist. Three boys and one girl: Gary, Guy, Tracy and Terri. In 2007, after 16-year-old Blair Holt was shot and killed while riding the bus home from school, Ed Gardner purchased thousands of dollars worth of billboards with messages about Black-on- Black Love. 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. Blitzing the city with banners, print and radio advertisements, the campaign registered over 200,000 new voters and helped secure Harold Washingtons victory. 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. 1-877-812-1590, Companies scramble to keep abortion off annual meeting agendas, With WWE deal, Ari Emanuel doubles down on contact sports, Gunman kills three at Michigan State; suspect found dead, Sponsored Content: Food insecurity set to grow as emergency SNAP benefits end, Outcome Health execs convicted in federal fraud case, The Most Powerful Women In Chicago Business. Ed Gardners greatest contribution to the city he loved was doing everything he could to help Chicago elect its first Black Mayor, Harold Washington, in 1983. He was my father, my hero, my teacher. By May 1997, Soft Sheen had released two new lines, Mizani and Hair Werks, that were designed exclusively for use in salons. We see them around but we don't know what goes on behind the scenes. That's how executives, speaking publicly for the first time since the acquisition July 1, explained the deal Thursday. He got up early in the morning, telling us Were not going to make it this way meaning lets get to work. 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. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. "My father saw the untapped potential of his community. 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. Honoring the Legacy of A Great Chicagoan and Black 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. Soft Sheen will become a division of Cosmair while L'Oreal will expand its ethnic research and development activities to Chicago. No one calls it the nerd prom anymore. He was 98 years old. The Gardners are still active in the community today and enjoy spending time with their seven grandchildren. WebPeople named Gary Gardner. He believed in himself and his ability to not just hope things worked out, but to make sure things worked out. 'Going forward, this opportunity will magnify Soft Sheen's success on multiple levels,' she observed. targeting: { Soft Sheen co-founder, civic leader Edward Gardner dies. After pan-bashing, France's Macron faces Labour Day protests. Read news from 100s of titles, curated specifically for you. Soft Sheen TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. 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. Master of Business Administration, Northwestern University, 1980.