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Top Brands

Henkel Top-Brands

Henkel’s three iconic brands: Loctite, Persil and Schwarzkopf

Henkel concentrated on strengthening its top brands. In 2016, the company achieved 61 percent of its profits with its top ten brands. Combined sales of the respective top brands of the three business units – Loctite, Schwarzkopf and Persil – amounted to more than 6 billion euros in 2016.

Loctite

Loctite’s story so far

Loctite is the world-leading brand for adhesives, sealants and surface treatments. Loctite's premium-quality products are available in over 130 countries worldwide. Loctite’s ongoing commitment to innovation ensures continual development of breakthrough formulations, offering a sharp range of advanced solutions within the electronics, automotive, aerospace, biomedical, and manufacturing industries. The brand also provides the most innovative solutions for daily glue needs and repair jobs at home. In Germany, Loctite is mostly an industrial brand, while Consumers all over the world rely on the easy-to-use range of technically-advanced products for fast, strong and durable solutions in their bonding jobs.

Did you know…?

  • More than 80 different applications of Loctite solutions are used in a Formula 1 racing car.
  • In the late 1980’s, after many people were burned in a fire at a UK football stadium, a doctor started using super glue for skin-grafting. Thus, began the use of consumer adhesives in the medical field.
  • Loctite was used to bond a tortoise's broken shell back together after it fell from a second floor window.
  • Loctite Superglue was used to help refasten the fin of a Koi carp fish.

What do Loctite and touchscreens have in common?

Loctite plays a crucial role in the development and production of touchscreen panel technology in popular electronic equipment. Clear liquid adhesive is used in the manufacturing of smartphones and tablets. It provides an effective and advanced alternative to previous adhesives, which took longer to dry and could lend screens a yellow tint.

Loctite is used to bond the main display and protective cover or lens to the touch panel. The adhesive joins the surfaces together with pinpoint precision, eliminating any air gaps. It includes an anti-reflective, anti-smudge, anti-glare coating to improve the consumer's viewing experience. As the coating greatly improves screen-visibility, the need for backlighting is reduced, and the battery life is extended. Loctite has a long-lasting durability and scratch-resistant formula that can withstand higher temperatures and condensation.

Schwarzkopf

Successful innovations and a consistent geographic expansion make the Henkel top brand Schwarzkopf one of the world’s top hair care brands. Schwarzkopf products are available in more than 60 countries. Including both its brand-name products and salon business, Schwarzkopf achieved sales of more than 2 billion euros.

From a small drugstore to a global brand

Over 100 years ago, the opening of a small drugstore became the foundation for the global brand Schwarzkopf. From that point on, countless innovations followed: 1902 the first powder shampoo; 1955, the first hairspray; and 1972, the first hair care system made up of shampoo, conditioner, and intensive conditioners.

The brand’s success has its foundation in two key elements: a gradual, steady brand development in all hair categories of the retail and salon businesses, and the successful, even geographic expansion in Europe, North America, Latin America, the Middle East, Africa, and Asia. With its consumer brands Schauma, Taft, Brillance and Igora, Osis, Blonde Me in its salon business, the Beauty Care business unit achieved a number one position in more than 40 countries.

The brand has earned high trust among both hairdressers and consumers, receiving the designation of “Most Trusted Brand” from Readers Digest readers eleven times.

Persil

Persil can look back on 110 years of success: from its revolutionary beginnings as the first self-activating detergent, to its great advances in areas of energy use and environmental protection, its significant contributions to sustainable business conduct, and its advancements in dosing and packaging. As a forerunner in the sustainability area, Persil plays an important role in promoting sustainable business. The brand’s success is based, in part, on its continual product innovation and strong focus on quality.

A detergent makes history

Persil’s history is inseparable from Henkel's success story. At the beginning of the 20th century, doing laundry meant hours – if not days – of physically-demanding labor for women. Fritz Henkel wanted to lighten women’s laundry day burden, and in 1876, founded the company Henkel & Cie, which developed Persil, the world’s first self-activating laundry detergent, in 1907. Strenuous washing as the world knew it, had come to an end, and riding on Persil’s triumph, the family company’s own success story began.

The name Persil is derived from the two most important chemical materials in the product: Perborat and Silicat. Henkel developed an innovative combination washing-and-bleaching agent in powder form. This meant that laundry could be cleaned and sanitized just by boiling it in water with Persil, eliminating the need for chlorine bleach. In 1908, Henkel produced 4,700 metric tons of Persil. By 1915, that amount had already tripled.

Did you know…?

  • Persil was the world’s first self-activating laundry detergent.
  • In Germany, 4.4 million loads of laundry are washed with Persil daily.
  • The brand awareness of Persil lies at nearly 100 percent in Germany.
  • Persil is sold in more than 60 countries worldwide. The premium quality product is also sold in some countries under local brand names, for example, “Le Chat” in France or “Dixan” in Italy.
  • Since 2015, the famous detergent is also available in the USA. To promote the new premium band “Persil ProClean”, Henkel has run a TV commercial during the most-watched television event in the United States, the Super Bowl®.
  • On November 3, 1956, the first-ever spot for the laundry detergent aired on German TV.
  • From the very beginning, Persil was an advertising pioneer: On June 6, 1907, the first Persil ad appeared in a Düsseldorf newspaper. In 1908, Henkel unleashed a promotional team dressed in brilliant white and carrying oversized white screens onto the streets of Berlin. From 1922 and into the 1960s, the “Weiße Dame” (woman in white) was featured on billboards and enamel signs to promote the laundry detergent. Another spectacular promotion was the skywriting planes that wrote Persil’s name in white Persil-lettering in the skies of European cities.

Pictures

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Services & Downloads

Sebastian Hinz - Head of External Communications, Adhesive Technologies - Corporate Communications
Sebastian Hinz Henkel Adhesive Technologies Head of Media Relations Headquarters, Düsseldorf/Germany
Nicola Surholt Henkel Beauty Care Head of PR Headquarters, Düsseldorf/Germany
Elke Schumacher Henkel Laundry & Home Care Media Relations Headquarters, Düsseldorf/Germany