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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. The three top brands – Persil, Loctite, and Schwarzkopf – achieved more than 6 billion euro of that profit.
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.
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.
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.
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 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.
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.