"This acquisition will enable us to significantly expand our body care business in North America and will further strengthen our participation in the growth of this segment. The strong brands involved provide a perfect fit with our existing personal cleansing business in the US," explained Hans Van Bylen, Executive Vice President Cosmetics/Toiletries of Henkel KGaA. "The deodorant and antiperspirant market is highly attractive and we are delighted to be able to substantially strengthen our Dial platform with these acquisitions. This transaction will take us to number three in the attractive US American deodorant market."

The brands involved realize around 80 percent of their sales in North America, where Henkel is now number three in the body care market. Another important market is the UK. A smaller proportion is also sold in Latin America and Australia.