According to CBS News, a private family service is planned. subcat: '', 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. 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. Analyst Ken Smikle, of Target Market News, said of Soft Sheen: Principal Subsidiaries: Dyke & Dryden, Ltd. (U.K.; 66%); Soft Sheen Products, Ltd. (Jamaica); Soft Sheen International. "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 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. 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. only a slight increase over 1996, despite new product introductions and improvements in operational efficiency. (Provided) Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his based on Chicagos South Side, evolved into one of the nations largest Black-owned businesses. aid: '864241', 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. env: 'prod', Warning of exceptionally low staffing levels as nurses strike, NHS services across England facing major disruption after nurses walk out in 28 hour strike over pay, Bangladesh journalists living in fear after PMs enemy of the people remark, Reporters say even seemingly innocuous stories are putting them at risk of assault, intimidation and police action under the Digital Security Act, Macron Faces Labor Day Protests over Divisive Pension Law, 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. Gardners charitable contributions were in the tens of thousands of dollars to fight gun violence. If you saw Ed Gardner out after work or on weekends, he had us, his children, in tow. He also taught me how to make mistakes. . 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. From a young age, his four children, Gary, Terri, Guy, and Tracy, along with his wife Bettiann, were intricately involved in the business. 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. 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. 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. Everything changed in 1979, however, when Soft Sheen introduced a new product called Care Free Curl. The new signage will hang at 87th and Dobson near the site of the former home of Soft Sheen Products. 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. Women of Power Summit 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. We never got the wax out of the pan. We will introduce items that will grow every category we compete in, from hair color through relaxers, styling aids, conditioners, and wave products.'. He got teased a lot, Terri Gardner said. My father saw the untapped potential of his community. (L to R) Back row: State Rep. Marcus Evans (33), Alderman Michelle Harris (8) and State Sen. Jacqueline Collins (16). }); EVENTS Soft Sheen started as a garage-based business and grew to an international empire that influenced how people all over the world beautified themselves. 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. 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. 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. Principal Competitors: Alberto-Culver Company; Carson Inc.; Massimo Enterprises Inc.; Revlon, Inc. ]); Entrepreneurs Summit L'Oreal found it shared a lot "in common values" with Soft Sheen, he added. 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. See Photos. Edward G. Gardner, a breakthrough businessman in the beauty industry and co-founder of Soft Sheen Products, has passed away, reports the Chicago Sun-Times. 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. The house in which he died Monday was two houses down from the home where he grew up, his family said. You dont replace crime by keep on adding more policemen, Mr. Gardner said of the problem. Keep in mind the child is an extension of youeverything that they do is a reflection of you. Sign Up. of Chicago Law School, 2000 Ronald G. Garriques In 2001, After retiring from business, Gardner trained as a spiritual leader and social worker in keeping with her roots of community action. Staying current is easy with Crain's news delivered straight to your inbox, free of charge. WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', See Photos. We went from small mom and pop to a major player in the business, said Gary Gardner. TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. Soft Sheen's already exponential sales growth got a further boost in the 1980s from the widespread vogue of the 'Jheri-curl' hairstyle. 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. He was 98. 'We saw a strategic partner with muscle through which we could fulfill our vision for the company,' she said. By Stefano Esposito Updated Mar 22, 2023, 10:28am PDT Pocket 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. Management Hair care companies of that time catered almost exclusively to the Caucasian market, and non-Caucasians essentially had to make do with products that were not chemically designed for their hair. Gardner will remain at the helm of Soft Sheen. Soft Sheen markets its products in several countries, including Africa, Brazil, and the Caribbean, as well as in the United States. Instead of flowers, donations to Chicago State University can be made here. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Instead of flowers, donations to Chicago State University can be made here. Soft Sheen finished 1997 with sales of $94.5 million. 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. In a September 1998 interview with Black Enterprise, Gardner explained the company's decision to join L'Oreal. But he says while the couple were busy making their imprint, they had no idea they affected so many people. Another of her initiatives involved restructuring and consolidating the company's warehouse operations, a move that increased on-time shipments and improved service levels. The company had also lagged in product development, not introducing a major new product for more than two years. Testing various mixtures on their children, the Gardners developed several products that were specifically formulated to address the needs of African Americans. 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. 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. Masthead. 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. 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. 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. 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. Son of Edward George and Betty Ann (Gueno) Gardner. He stuttered as a child. With this war chest, he mounted a campaign that registered more than 200,000 voters. 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. Member of American Health and Beauty Aids Institute. Privacy Policy He was 98 years old. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', In early 1999, the company unveiled Frizz Free, an anti-frizzing product that contained conditioners and oils to combat dryness and damage. 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. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. The Gardners married in 1950 and from their union four children were born. Log in or sign up for Facebook to connect with friends, family and people you know. 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. Philippines President Ferdinand Marcos Jr said China has agreed to discuss fishing rights in the South China Sea, as he pushed for a "direct communication line" with Beijing on maritime differences. env: 'prod', In the late 1980s, the ethnic hair care market began to soften, with overall industry growth slowing to around three percent a year. Find your friends on Facebook. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we can't achieve." tude.cmd.push(function() { 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. At twelve, he took me to work with him on Saturdays, where I learned to make hair products. WebOwner. He made his own way.. Registry of Corporate Directors. Gary B.E. Please check your email for confirmation from us. Once again, the Gardners started thinking about selling their 33-year-old business. 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. We see them around but we don't know what goes on behind the scenes. Privacy Policy. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. "My father saw the untapped potential of his community. He loaned his creative staff, along with significant advertising dollars, to create the signature voter registration campaign, Come Alive October 5. As consumers, we often take for granted all the hard work that goes into building a great company. He employs fewer than 25 administrators and marketers and outsources manufacturing and packaging operations, sources say. 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. } Its distribution system was inefficient and slow, with orders taking ten days to be filled. WebPeople named Gary Gardner. INFORMATION She made good on her promise. Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. Their interim leader Terri Gardner, however, was no mere figurehead. Also, please download theGrio mobile apps today! He was 98 years old. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. kw: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', Gary Gardner, President, Soft Sheen Products Inc., 1993 Elizabeth Garrett, Professor of law, deputy dean for academic affairs, Univ. Terms of Use and Privacy Policy Agreement. He was my father, my hero, my teacher. After pan-bashing, France's Macron faces Labour Day protests. According to Terri Gardner, One of my dads greatest qualities was his perseverance. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', Gardner, the co-founder of the hair care company Soft Sheen Products Inc., died Monday surrounded by family. Source: International Directory of Company Histories, Vol. 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. Soft Sheen Products, Inc. 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 believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve.. As an activist and civic leader, Gardner raised $300,000 with Soft Sheens resources 40 years ago, according to a news release. "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, 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. Food -- how it is prepared and consumed -- can be a reflection of social status. I feel blessed to have had Ed Gardner as my father. He was my father, my hero, my teacher, Gary Gardner said in a news release. 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. To ensure that the company did not outgrow its capabilities, Gardner deliberately decelerated. As the Gardner family began to grow, Mr. Gardner, an educator by profession, began to seek other avenues to generate additional income. Although the company refused to release the price of the acquisition, industry analysts estimated it at more than $160 million. Here's how to figure out what's wrong with your pup. cat: 'fashion-beauty', With this war chest, he mounted a campaign that registered more than 200,000 voters. In 2012, at age 87, Gardner organized more than 1,000 protesters in response to a South Side construction sites lack of Black workers. div_id: 'div-gpt-ad-rightrail-3', That drove him to anger, said Gary Gardner. cat: 'fashion-beauty', As it turned out, Gardner's slowing-down tactics were timely. (Photo by Jerome Photography). Another major product introduction soon followed. "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. Last year, the $80-million Chicago-based company was sold to French cosmetics giant L'Oreal SA for an estimated $100 million-plus. Jones adamant Wallabies can be best in the world. Around 1960, he began working for another beauty supply business and when it went bankrupt, Gardner took its customers and began producing his Jul 1984 - Present38 years 10 months. 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. Ads tout the products' natural ingredients, herbs and vitamins. He taught me how to engage people with humanity and humility., Gardners daughter, Terri, said: My father saw the untapped potential of his community. 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. WebGardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. "I'm very comfortable that this organization is capable of helping Soft Sheen meet the vision that we set years ago.". 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. 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. In 1994, the company posted only a .6 percent increase over 1993 sales. He believed in himself and his ability to not just hope things worked out, but to make sure things worked out. The company also began selling its products in foreign markets. 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. Mr. Gardner was the marketing guru behind Soft Sheen's Care-Free Curl in the mid-1980s and the revolutionary relaxer products that followed. 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. His and his wifes love of theater inspired him to re-create one of Chicagos most historic entertainment venues, the Regal Theater. See Photos. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. He firmly believed promoting self-love and self-respect could change hearts, and the organization created No Crime Day to celebrate those principles and promote peace. WebEdward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. Black Enterprise is a black-owned multimedia company. Namaste's seven-item line -- priced from $7 to $13 -- includes fertilizing serum, fertilizing balm, hair "mayonnaise" and carrot oil. Gardner, the co-founder of the hair care company Soft Sheen Products Inc., died Monday surrounded by family. Now, retail outlets can't stock enough of the products. div_id: 'div-gpt-ad-rightrail-1', He served on the boards of Chicago United and The Chicago Urban League. Edward G. Gardner was a humanitarian, a philanthropist, and a successful businessman, who loved the city of Chicago and Chicago loved him in return. 130 E. Randolph St. He taught me the value of a strong work ethic. No one calls it the nerd prom anymore. Yes. Gardners death was confirmed by his children in a statement. Ed Gardner was a well-known and admired businessman. url: 'honoring,the,legacy,of,a,great,chicagoan,and,black,business,giant,edward,g,gardner,passes,away,at,98', divId: 'div-gpt-ad-rightrail-3', He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve.. } Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. 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.
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