The permanent challenge facing the product developers of our laundry detergents and household cleaners is how to achieve better and better washing performance with even lower energy consumption. The key to success lies in skilful blending of the individual ingredients. As in an orchestra, all of the components must harmonize perfectly; even the slightest change can have a huge effect on overall performance. Our product developers again succeeded in significantly improving the performance of our European premium laundry detergents Persil, Le Chat, Dixan and Wipp. The new formulations remove more than 20 types of stain, including lipstick, grease and coffee, more efficiently at just 20 degrees Celsius. In comparison with laundry washing programs at 30 degrees Celsius, washing at 20 degrees Celsius can cut the energy consumption of washing machines by up to 40 percent.

Terra Activ household cleaners offer excellent performance and incorporate ingredients that satisfy special and strict environmental criteria. Wherever possible, the ingredients are derived from renewable raw materials. In fact, an average of 85 percent of the ingredients used for Terra Activ are based on renewable raw materials. Their biodegradability is also excellent: All of the surfactants used are readily and completely biodegradable. The optimal balance of combining top performance with greatest environmental compatibility has been confirmed by the quality mark of SGS Institut Fresenius for all five Terra Activ household cleaners.

Our liquid laundry detergent Purex Natural Elements was the first leading detergent brand to be included in the “Design for the Environment” program of the American Environmental Protection Agency (EPA). The program recognizes consumer products that are particularly compatible with the environment and human health. The doubly concentrated formulation of Purex Natural Elements achieves a consistently high washing performance with just half of the traditional dosage. All surfactants (washing active substances) used are derived from renewable raw materials. The formulation contains natural fragrance extracts and is free of artificial colorants. All ingredients are readily biodegradable.

A key factor in Henkel’s worldwide success is the adaptation of its products to the regionally specific wishes and needs of consumers. In Tunisia, for example, semi-automatic washing machines account for about two thirds of the market. Using conventional laundry detergents in these machines leads to increased foam levels. The adjustment of the formulation of Nadhif Semi-Automatic to the needs of semi-automatic washing machines prevents excessive foaming and enables the foam formed during washing to be rinsed out more easily – with the same powerful cleaning performance. This eliminates the need for an additional rinse and saves valuable water.

Fourfold concentration of the Vernel Max fabric softener concentrates we market in Turkey has allowed the traditional dosage to be reduced by more than 75 percent, from 110 to 24 milliliters, while providing the same excellent softening effect and fragrance. The product can now be packed in a 1-liter rather than a 4-liter bottle, thus saving material and water during production, and increasing logistical efficiency.

Within the framework of the  “Laundry Sustainability Project” of the International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.), Henkel has already switched to efficient compact washing powders in most Central and Eastern European markets. In 2008, concentrated washing powders were also introduced in Turkey. Thanks to the compact formulations, consumers can reduce the standard dosage per laundry cycle by one third, from 150 to 100 grams. In addition to saving in packaging material during production, this also significantly reduces transport weights and volumes, thereby saving several million liters of fuel during distribution.

In the USA, we have worked intensively to improve the eco-efficiency of our laundry detergents. In 2007, all our liquid laundry detergents were reformulated as concentrates. The optimized formulation of Purex Ultra Concentrate now delivers the same washing performance with just half the previous dosage. Consumers thus obtain the full washing power of Purex in a bottle only half as large as before. This not only saves water and packaging material during production, but also significantly reduces transport weights and volumes, thereby saving several million liters of fuel during distribution.

In all parts of the world, local consumer needs and washing habits make widely varying demands on laundry detergents. In North Africa, for example, doing the laundry is still hard work. Laundry is often washed by hand, and many homes have no running water. The scarcity of water necessitates careful use of this limited resource. Henkel has therefore developed a fabric softener with special ingredients that enables washing foam to be rinsed out very easily by hand. This technology – previously only available in the Latin American markets – was introduced under the Vernel brand in Egypt and Tunisia. The reduction in the number of rinses can save up to ten liters of water per laundry load. Moreover, less effort is required for manual washing. In addition to regular packaging sizes, Vernel is also offered as single-use packs (85 ml) to make it accessible to a broad group of people.

We continuously optimize the basic formulations for our manual dishwashing detergents. This includes our brands Pril, Mistol, Mir, Nelson, Dixan Piatti, Per, Tolu, Pur, Mer and Pemolux. Recent changes increased the proportion of renewable raw materials in the formulations by ten percent, to more than 50 percent, relative to the dry weight. The products are now even more readily biodegradable and especially mild to the skin. We were also able to further increase the efficiency of the total formulation. Smaller amounts of raw materials are now needed to achieve the same powerful performance. Pril Balance in Germany and Mir Nature Active in France are just two examples of this new generation of manual dishwashing detergents.

The various Mas product lines of liquid laundry detergents that we market in Mexico used to be offered in packaging units of at least one liter. Now all varieties of Mas are also available in 500 milliliter stand-up pouches. This new packaging form has two advantages. First, the stand-up pouch itself weighs 74 percent less than the one-liter bottle and thus contributes to savings in packaging materials. Second, the reduction in product size and packaging material means that the product can be sold at a much lower price, making it more accessible to consumers in lower income brackets.

Conserving natural resources is one of the goals of a number of initiatives of the International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.). In the course of these, the performance of Henkel laundry detergents has been continuously improved in Western Europe while progressively reducing the necessary dosages and washing temperatures. Since 2006, Henkel has been involved in the “Laundry Sustainability Project” of the A.I.S.E. in the EU New Member States and Candidate Countries in Central and Eastern Europe, and in a number of neighboring countries, with the aim of contributing toward resource- conserving laundry practices there, too. The objective of the project is to reduce the consumption of chemicals, packaging and energy during production and transport as well as the use phase.

As part of the “Laundry Sustainability Project,” the participating manufacturers commit to putting on the market modern and efficient compact powder detergents to replace traditional heavy-duty detergents. Newly reformulated laundry detergents from Henkel have made it possible to reduce the necessary dosage per wash cycle in Central and Eastern Europe by one third (from 150 to 100 grams). To help consumers become accustomed to the lower dosage amounts, an appropriately graduated scoop is enclosed in each package of powder detergent. The compact powder detergents can be recognized by the EuroCompact logo on the pack.

With Somat 7 we set new standards of efficiency and energy saving in automatic dishwashing. Somat 7 offers consumers outstanding cleaning performance, even when used with water and energy-saving programs. With the help of a low-temperature activator, dishes become sparkling clean at just 40 degrees Celsius. The new detergent booster with washing active enzymes removes stubborn stains, such as egg and sauce residues and even tea stains, so that they can be rinsed off at only 40 degrees Celsius. Running your dishwasher at programs with 40 degrees Celsius can save up to 20 percent of the energy required with comparable programs at 50 to 55 degrees Celsius. This not only benefits the environment, but also reduces electricity consumption and, as a result, electricity costs. We are not alone in pursuing these objectives. Since 2006, we have supported the “Save Energy and Water” initiative of the International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.) with our automatic dishwashing detergents.

A key factor in Henkel’s worldwide success is the adaptation of its products to the regionally specific wishes and needs of consumers. In many North African countries, for example, white garments are traditionally worn, so consumers judge the whiteness of freshly washed laundry very critically. To satisfy this demand, the laundry detergents Nadhif in Tunisia and Isis in Algeria contain special ingredients to give the laundry a radiantly white appearance. When the garments are then hung in the sun to dry, the ingredients in Nadhif and Isis continue their work, combating stains and enhancing whiteness. As a result, the laundry is not only radiantly white, but does not need to be washed as frequently, thus conserving valuable water. In Mexico, where laundry is also often hung in the sun to dry, these ingredients have been included just as successfully in the 1-2-3 detergent brand.

Low washing temperatures save energy and therefore make a significant contribution toward protecting the environment. They also protect the colors and the fabrics of laundry items. To ensure that laundry is cleaned perfectly at low temperatures, the formulation of Persil Color was revised to make it even more effective. The low-temperature formula removes even the most stubborn stains at a washing temperature of 30 degrees Celsius. Special polymers help to prevent color transfer between laundry items.

The strategy of adapting our products to satisfy the regionally specific wishes and needs of consumers has enabled Pril Liquid to win around 75 percent of the liquid dishwashing detergent market in India. However, these detergents are too expensive for a considerable segment of the population. To offer innovative and high performance products to consumers with less spending power, Henkel has brought out a bar soap dishwashing product. Conventional bar soaps are good at removing grease and fat, but cannot neutralize the odors of the strong spices used in India. Henkel responded to this problem by launching its Pril Lime and Vinegar bar soap. It eliminates odors from dishes and has excellent grease dissolving properties. With the Pril bar soap, Henkel was able to open up a new market segment.