These operational shortcomings, along with adverse market conditions, put the brakes on Soft Sheen's sales growth. Ed Gardner was a well-known and admired businessman. 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. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Edward G. Gardner, co-founder of Soft Sheen Products }).render('ba25868856a746c68da2b09b1b55bc48'); As an activist and civic leader, Gardner raised $300,000 with Soft Sheens resources 40 years ago, according to a news release. Mr. Gardner told the Chicago Citizen that he and Mrs. Gardner are blessed to have been honored for their many contributions over the years. pos: 'right_rail_1', It expanded its offerings to a myriad of social services including after-school programs and employment training. The Citizen Newspaper Group Melbourne (AFP) - Coach Eddie Jones insisted Monday he had enough time to transform the Wallabies into a World Cup winning team, boosted by the imminent return of some key players from injury. In addition to battling the soft market and growing competition, Soft Sheen was also struggling with internal problems. Terms of Use and Privacy Policy Agreement. 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. cat: 'fashion-beauty', Gardner sold the business in 1998. 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. Management In 1996, the Gardners established an Suite 3200 Gardner and his wife Bettiann founded the company in 1964. 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. Gary Edward Gardner 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. "At the trade shows, everyone is bunched up around his table trying to find out more about it.". Industry insiders speculate that Mr. Gardner, flush with cash from the sale of the family business, is funding Namaste by himself. Guy Peyrelongue, president and CEO of Cosmair Inc., L'Oreal's U.S. subsidiary, said L'Oreal approached Soft Sheen, which has about $95 million in sales. He also cut operational costs, in an effort to boost profits. div_id: 'div-gpt-ad-rightrail-2', Since 1970, BLACK ENTERPRISE has provided essential business information and advice to professionals, corporate executives, entrepreneurs, and decision makers. As consumers, we often take for granted all the hard work that goes into building a great company. Edward G. Gardner, Co-Founder of Soft Sheen Products, Passes WebSoft Sheen was sold to hair care giant L'Oreal for over $100 million (US). By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. 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. The company produces embroidery application softtware for the craft and industrial market. "I'm very comfortable that this organization is capable of helping Soft Sheen meet the vision that we set years ago.". See Photos. In fact, he created a nonprofit organization called Black On Black Love to address violence. . Source: International Directory of Company Histories, Vol. He was the embodiment of the hard-working, family-focused, responsible Black father. 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. And in 2012, at the age of 87 and walking with a cane, he led a protest down Western Avenue, his son said. Bio According to Terri Gardner, One of my dads greatest qualities was his perseverance. 2023 The Citizen Newspaper Group, All Rights Reserved. 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. 'We saw a strategic partner with muscle through which we could fulfill our vision for the company,' she said. 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. You dont replace crime by keep on adding more policemen, Mr. Gardner said of the problem. A private family service is planned. 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. See Photos. See Photos. "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. }); EVENTS He eventually resigned from the position to wholeheartedly focus on the familys business and launch the line nationwide. WebPeople named Gary Gardner. 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. 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. Gardner sold the business in 1998. 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. 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. In 1987, Soft Sheen moved to compensate for diminishing domestic sales by expanding its presence in overseas markets. The slowdown was largely due to a consumer trend toward shorter and drier hairstyles, which required fewer styling products. Subscribe to Newsletter Mr. Gardner declined a request for an interview with a curt "I'm not going to talk to you about it.". Gardner will remain at the helm of Soft Sheen. The overall slowdown in sales was compounded by increased competition within the industry. 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. In a September 1998 interview with Black Enterprise, Gardner explained the company's decision to join L'Oreal. Edward Gardner passed away peacefully Monday March 20, 2023, surrounded by family, and loved ones. Gary Gardner. Education Bachelor of Science, University Illinois, Chicago, 1975. Gardner, the co-founder of the hair care company Soft Sheen Products Inc., died Monday surrounded by family. These industry giants, with their vast distribution networks and their huge marketing budgets, were formidable competitors. Gardner He was 98 years old. Ads tout the products' natural ingredients, herbs and vitamins. 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. No one calls it the nerd prom anymore. By the late 1980s, the company was one of the largest Black-owned beauty brands in the country. Click below to see everything we have to offer. Another major product introduction soon followed. Soft Sheen divId: 'div-gpt-ad-rightrail-3', Michelle Harris (8th) praised the Gardners saying that they are the epitome of what an African American entrepreneur is. The Citizen Newspaper Group His survivors also include two other children, Guy and Tracy, his wife, seven grandchildren and a great-grandson, the Sun-Times reports. Gary Gardner. About Jul 1984 - Present38 years 10 months. Mid-1980s-90s: Second-Generation Gardner Leadership. The Gardners are still active in the community today and enjoy spending time with their seven grandchildren. See Photos. Mr. Gardner, the son of a warehouse worker and a seamstress, had to overcome much in his early years. He stuttered as a child. At Harley-Davidson, a repo shortage is hitting the bottom line, Mayor-elect Brandon Johnson names more appointees to transition subcommittees, Booth, Kellogg top the U.S. News ranking of best MBA programs, Big Fulton Market apartment project moves forward with $125 million loan, New lawsuit over 'brazen' moves in Maple & Ash restaurant feud. 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. In the late 1980s, the ethnic hair care market began to soften, with overall industry growth slowing to around three percent a year. 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. Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his wifes pots and pans. His enterprise still isn't widely known, even among ethnic hair care industry executives and consultants. Please check your email for confirmation from us. (Provided) Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his tude.cmd.push(function() { In 1992, his in-house communication agency, led by his daughter Terri, created a second highly successful voter registration campaign in partnership with Project Vote, led by Barack Obama. Gary Gardner 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. . Gary Gardner described the goings on in the family kitchen as somewhere between a science lab and a cooking experiment.. In 2000, Ed converted an 84,600 sq. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. In 2012, at age 87, Gardner organized more than 1,000 protesters in response to a South Side construction sites lack of Black workers. tude.refreshAdsViaDivMappings([ { 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. Get the best business coverage in Chicago, from breaking news to razor-sharp analysis, in print and online. Also, please download theGrio mobile apps today! He served on the boards of Chicago United and The Chicago Urban League. 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. 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. In lieu of flowers, donations can be made to Chicago State University: www.csu.edu/foundation/donate.htm. Honoring the Legacy of A Great Chicagoan and Black Business of Chicago Law School, 2000 Ronald G. Garriques Background Gardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. 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. On the side, he would deliver hair care products out of the back of his car to South Side beauty salons. He taught me how to build, how to fix things, how to drive, and how not to drive. He loaned his creative staff, along with significant advertising dollars, to create the signature voter registration campaign, Come Alive October 5. L'Oreal found it shared a lot "in common values" with Soft Sheen, he added. 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. Edward G. Gardner was a humanitarian, a philanthropist, and a successful businessman, who loved the city of Chicago and Chicago loved him in return. Soft Sheen's research and development staff were to be included as part of the new facility. 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. 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.
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