subcat: '', 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. Your Money, Your Life, LATEST LISTS 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. 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. He believed that with access to opportunity, hard work, a quality education and safe neighborhoods, there is nothing we cant achieve. Terri Gardner. Suite 3200 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. 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. The Gardners married in 1950 and from their union four children were born. Gary Gardner. Beauticians would tell him what they liked, didnt like or what they wished they could buy. 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. ]); He was 98. He was my father, my hero, my teacher, said Gary Gardner, one of Mr. Gardners four children. By Stefano Esposito Updated Mar 22, 2023, 10:28am PDT Pocket Gary Edward 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. Get the best business coverage in Chicago, from breaking news to razor-sharp analysis, in print and online. 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. Soft Sheen was founded in 1964, in the basement of a home on the south side of Chicago. He was my father, my hero, my teacher. L'Oreal found it shared a lot "in common values" with Soft Sheen, he added. (Provided) Edward Gardners early efforts at making Black hair care products started in the family kitchen, with his Alvin Bragg, Manhattan district attorney leading Trump case, says rhetoric wont intimidate office, Video shows sheriffs deputies and hospital workers pinned Irvo Otieno to floor before his death, I agree to storage of my email according to, WATCH: Brittney Griner delivers remarks to the media, OPINION: The College Boards secret apology, Harry Belafonte mourned by entertainment world, Biden, Obama, Carolyn Bryant Donham, at center of Emmett Till death, dies, FIRST PERSON: For this Black mom, Ralph Yarl could have been her son. 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. Despite the success, Mr. Gardner never moved from his neighborhood. Jones adamant Wallabies can be best in the world. Beloved Chicago philanthropist Edward Gardner, the co-founder of Soft Sheen Products hair care company, died Monday at age 98, CBS News reports. In 1996, the Gardners established an 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. 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 div_id: 'div-gpt-ad-rightrail-1', }); !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 his ownership of the company, he continued to offer exclusive products for his beloved salon customers. We bring news that matters to your inbox, to help you stay informed and entertained. See Photos. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Gary Gardner described the goings on in the family kitchen as somewhere between a science lab and a cooking experiment.. The innovative product was a phenomenal success. He made his own way.. 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. 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. To boost sales, she doubled the company's advertising budget, and began developing new television commercials. Gardiner and his wife, Bettiann, founded Soft Sheen in 1964. WebGardner, Gary Edward was born on August 22, 1954 in Chicago, Illinois, United States. Edward G. Gardner, co-founder of Soft Sheen Products 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. 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. Gardner To ensure that the company did not outgrow its capabilities, Gardner deliberately decelerated. Also, please download theGrio mobile apps today! page_type: 'article', He also taught me how to make mistakes. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', Popularized by recording artist Michael Jackson, the wet-looking, loosely curled style required a whole host of hair care products to achieve and maintain. If you saw Ed Gardner out after work or on weekends, he had us, his children, in tow. Since 1970, BLACK ENTERPRISE has provided essential business information and advice to professionals, corporate executives, entrepreneurs, and decision makers. 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. pos: 'right_rail_1', See Photos. Please check your email for confirmation from us. 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. aid: '864241', Gary Gardner. As the years went by, the Gardners continued to work hard and Soft Sheen flourished. targeting: { }); window.tude = window.tude || { cmd: [] }; Meanwhile, Soft Sheen continued to introduce new products. subcat: '', The line is being distributed nationwide through retailers including the nation's largest beauty supply chain, Sally Beauty Co. divId: 'div-gpt-ad-rightrail-3', 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. 'We saw a strategic partner with muscle through which we could fulfill our vision for the company,' she said. Gardner sold the business in 1998. only a slight increase over 1996, despite new product introductions and improvements in operational efficiency. See Photos. View our. He eventually resigned from the position to wholeheartedly focus on the familys business and launch the line nationwide. 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. "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. Son of Edward George and Betty Ann (Gueno) Gardner. The house in which he died Monday was two houses down from the home where he grew up, his family said. Gardner will remain at the helm of Soft Sheen. Since the 1970s, its flagship product Black Enterprise magazine has covered African-American businesses with a readership of 3.7 million. } ft. warehouse at 95th & Cottage Grove into House of Kicks, a family entertainment and educational complex. With amusement rides, bowling, mini-golf and an interactive learning center, the complex boasted the only roller coaster in Chicago at that time. 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. 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. 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. See Photos. The Gardners married in 1950 and from their union four children were born. TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. subcat: '', Gardner The entrepreneur created Soft Sheens first Hair and Scalp conditioner. After over 30 years of business, the Gardners sold Soft Sheen Products to LOreal. Mr. Gardner was the marketing guru behind Soft Sheen's Care-Free Curl in the mid-1980s and the revolutionary relaxer products that followed. Honoring the Legacy of A Great Chicagoan and Black Ed Gardner was a well-known and admired businessman. }).render('ba25868856a746c68da2b09b1b55bc48'); TheGrio is FREE on your TV via Apple TV, Amazon Fire, Roku and Android TV. tag: 'mandc,black-haircare,edward-g-gardner,hair-products,haircare,soft-sheen-products', He was a part-owner of the Chicago Bulls, and for many years, attended every home game. That gave Mr. Gardner an idea and he began experimenting. Also, please download theGrio mobile apps today! 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. Gardner sold the business in 1998. Log in or sign up for Facebook to connect with friends, family and people you know. 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. targeting: { Dallas/Fort Worth Area. Gardner will remain at the helm of Soft Sheen. He started off on [his wifes] stove. He was 98 years old. 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. He believed in himself and his ability to not just hope things worked out, but to make sure things worked out. 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. 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.