Henkel concentrated on strengthening its top brands - among them Persil, Loctite, and Schwarzkopf.
Loctite is the world’s leading brand for adhesives, sealants and surface treatments. The brand essence (Lock Tight) has stood for top performance in industry and household for decades. Its premium products and solutions impress industrial customers and consumers in over 130 countries around the world with their quick, strong and durable hold. A key factor in Loctite’s success is its power of innovation: It allows the continuous development of new products and formulations for a large number of solutions, particularly in the electronics, automobile, aviation and manufacturing industries. Additionally, Henkel also offers solutions for routine household gluing jobs under the same brand. While Loctite is mainly known as an industrial brand in Germany, consumers the world over place their trust in its large selection of superglues, all-purpose adhesives and special glues.
3 grams + 45 minutes = 200 tons: The Loctite moment
Loctite caused a stir during the market launch of its hybrid adhesives, which have applications in production as well as maintenance and repairs. The patented technology combines all the main properties of structural, super and epoxy glues: strong hold, quick hardening and long durability. To demonstrate the performance of these products, customers, sales partners and media from various countries were invited to special Loctite events. First, the guests watched as three grams of hybrid glue were applied on two steel blocks in an S-shaped pattern. After a hardening time of 45 minutes, the blocks were tensioned between a locomotive and a wagon as their sole connection. With this glue joint of just about 230 square centimetres, the locomotive hauled a total weight of more than 200 tons over the rails.
Did you know…?
- Loctite adhesives are used in the wings of passenger planes. They act as a liquid washer to even out minor irregularities and serve to connect the two wing halves.
- In modern cars, glue is increasingly substituted for welding. Loctite solutions make it possible to create a durably strong bond between lightweight construction materials, like aluminum or plastic, and steel.
- Smartphones contain a whole series of Loctite products. In addition to adhesives, a display for example also contains anti-reflective, dirt-repelling and anti-glare coatings.
- In the late 1980s, a fire broke out in a soccer stadium in the UK and many people suffered burns. A doctor used superglue to stick together skin for transplants.
- A turtle’s broken shell was patched back together using Loctite superglue after the animal fell out of a second-floor window. The glue also succeeded in reattaching the fin on a koi carp.
- Loctite materials are increasingly used in 3D printing, which enable the additive production of functional types and components.
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 50 countries.
From a small drugstore to a global brand
120 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. 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 more than 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.
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.
- 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.
- 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.
- In Germany, 5.2 million loads of laundry are washed with Persil daily.
- The brand awareness of Persil lies at nearly 100 percent in Germany.
Henkel delivers overall robust performance in fiscal 2020 despite substantial impact from COVID-19 pandemic
- Balanced portfolio, strong innovations, financial strength, and dedicated team as key enablers for robust business performance in a global crisis
- 2020 results at upper end of full-year guidance:
- Group sales reach 19.3 billion euros, organic: -0.7 percent
- EBIT margin* at 13.4 percent, -260 basis points, corresponding to an operating profit* of 2.6 billion euros
- Earnings per preferred share (EPS)*: 4.26 euros,-17.9 percent at constant exchange rates
- Very strong free cash flow of 2.3 billion euros, net financial position significantly improved
- Proposed dividend on prior-year level: 1.85 euros per preferred share
- Implementation of agenda for purposeful growth on track, clear roadmap for further execution in 2021 and beyond
- Outlook for 2021:
- Organic sales growth: 2.0 to 5.0 percent
- EBIT margin*: 13.5 to 14.5 percent
- Earnings per preferred share (EPS)*: an increase between 5.0 to 15.0 percent at constant exchange rates
Henkel breaks new ground in innovation and new business
To accelerate innovation and develop new business models, Henkel’s consumer business units Beauty Care and Laundry & Home Care have established internal idea factory and incubator teams – think tanks that combine agile work approaches with the scale and expertise of a global company.
Differentiated performance in increasingly difficult market environment
- Adhesive Technologies delivers robust performance
- Beauty Care below prior year
- Laundry & Home Care achieves good business development
- Group sales rise by 0.8% to 5,077 million euros, organic: -0.3%
- EBIT margin* at 16.7% (-1.7 pp)
- Earnings per preferred share* reach 1.43 euros, nominal -9.5%, at constant exchange rates -10.8%
- Increased investments in brands and digitalization
- Very strong free cash flow: 823 million euros (+339 million euros)
Henkel integrates Social Plastic® in packaging for Beauty Care and Laundry & Home Care products
- Social Plastic contributes to a circular economy
- Joint commitment to reduce plastic waste in the oceans and improve living conditions for people in poverty
- Bottles made of 100 percent recycled plastic incl. Social Plastic for products under the Vernel brand and Pro Nature range (from summer 2019 onwards) as well as special editions from Nature Box and Fa (launch in June 2019)
120 years of Schwarzkopf
120 years ago, the chemist Hans Schwarzkopf laid the foundation for a brand that stands for quality, reliability, competency and innovation. Empowering people to present the best version of themselves, Schwarzkopf has promoted individuality and confidence for 120 years through pioneering in hair and hair cosmetics. Schwarzkopf’s mission is to support new and diverse expressions of beauty and self with style as a reflection – of moods, moments and celebrations – rather than rigid rules.
Much more than glue: Loctite Kintsuglue
Loctite Kintsuglue is a new, moldable glue from Henkel, created to repair, reconstruct, protect and enhance almost all objects, even flexible ones. It takes its name from “Kintsugi”, a centuries-old Japanese repair method by which broken pottery was repaired with gold or silver, treating breakage and repair as part of the history of an object.
Loctite Universal Structural Bonders Create Limitless Possibilities for Design and Assembly
Henkel has introduced Loctite HY 4090 and Loctite HY 4080 GY Universal Structural Bonders, innovative adhesives powered by a patented Hybrid technology that combines the most critical attributes of structural and instant adhesives – bond strength, speed and durability. This powerful combination provides improved performance on a variety of substrates, and the versatility to solve a wide range of design and assembly challenges.
New Loctite Universal Structural Bonders Create Limitless Opportunities for Industrial Maintenance and Repair
Henkel has introduced Loctite Universal Structural Bonders, innovative adhesives powered by a patented Hybrid technology that combines the most critical attributes of structural, instant and epoxy adhesives – bond strength, speed and durability. This powerful combination provides improved performance on a variety of substrates, and the versatility to solve a wide range of maintenance repair challenges.
Persil ProClean unveils Super Bowl® commercial featuring Bill Nye
Henkel North America’s newest premium laundry detergent brand, Persil ProClean, released its highly-anticipated, new commercial during the third quarter of the Super Bowl®. The commercial titled “Science of Clean: 10 Dimensions” features Persil detergent’s stain-fighting superhero “The Professional,” played by Peter Hermann, along with the renowned scientist and television personality, Bill Nye.