03/21/2005, Düsseldorf


Download: web print
Show all


Name Simone Gleumes
  Corporate Communications, Brand Communications
Phone 0049-211-797-4463
Fax 0049-211-798-4040
Email Send email

Henkel Cosmetics strengthens premium fragrances business

With brands such as Sergio Tacchini, La Perla, Krizia and Fiorucci, Henkel's cosmetics business has been represented since 1992 in the premium fragrances segment by its Morris perfume division of Parma, Italy. Now Henkel is launching - in 70 countries around the world - an exclusive fragrance line for men under the recently licensed Ferrari brand.
The new fragrance line for men from the house of Morris of Parma in Italy, is being launched in authentic Ferrari red: "Ferrari Passion" with eau de toilette, deodorant, body shower and aftershave lotion.

Ferrari is the latest brand to join the Morris portfolio, which manages the premium fragrances business of Henkel Cosmetics. With international brands such as Sergio Tacchini, La Perla, Krizia and Fiorucci, Morris is a successful player in the international perfumes market. Seventy percent of its sales are currently generated in Europe, 20 percent in the Middle East, and around 10 percent in America. The decidedly masculine Ferrari brand, whose license was acquired last year by Henkel, is expected to open up further growth opportunities for the company in the premium cosmetics segment. The launch is due to take place in March this year, targeting more than 70 countries in which Morris brands are already marketed.

Morris, acquired by Henkel in 1992, enjoys an illustrious tradition as one of Italy's premier perfume distributors. It also develops and manufactures fragrances in-house.

However, Morris' most salient strengths lie in a highly efficient international distribution system, developed over many decades, with which each brand can be accurately positioned according to the relevant target group and effectively marketed throughout the world. This capability has also attracted fashion brands such as Mandarina Duck or Robert Piguet, whose products are similarly marketed by Morris.

Following the acquisition of the brand manufacturers Dial and Advanced Research Laboratories (ARL), Henkel's cosmetics business in the USA has also taken on a new dimension. With premium manufacturer Morris operating in the same sector, Henkel sees new opportunities developing for its cosmetics operations and it is currently in the process of investigating a number of strategic options.

"Henkel - A Brand like a Friend". Henkel is a leader with brands and technologies that make people's lives easier, better and more beautiful. The Henkel Group operates in three strategic business areas - Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In fiscal 2004 the Henkel Group generated sales of 10.592 billion euros. More than 50,000 employees work for the Henkel Group worldwide. People in 125 countries around the world trust in brands and technologies from Henkel.