Jun 6, 2017 Düsseldorf/Germany
Clean into the future
Tradition and innovation have been Persil’s steadfast companions for 110 years now. Developed in 1907 as the world’s first self-acting laundry detergent, it revolutionized the family washday. Today consumers around the globe still appreciate the innovative developments that make their daily chores just that little bit easier. Time to celebrate: Happy Birthday, Persil!
It was on June 6, 1907, precisely 110 years ago, that the launch ad appeared in the local paper, “Düsseldorfer Zeitung,” announcing the arrival of the first self-acting laundry detergent, courtesy of Henkel & Cie., Düsseldorf. Suddenly, laundry could be cleaned “by boiling just once – without effort and without rubbing,” the ad proclaimed. Initially a global innovation that attracted true market success, Persil has since consistently set the standard with launches marking new milestones in detergent-related research and development. The list runs from Persil 59, Liquid, Color and Megaperls, through to the Power-Mix Caps introduced in 2016 in which, for the first time, powder and gel are combined in a single capsule. And as of this year, we have another new Persil development: With Persil Clean & Smooth, the brand now even makes ironing easier while also protecting garments from creasing.
But who is behind Persil? Representing some of our teams, we would like to introduce you to employees who work for Persil every day:
The white Lady is a real eye-catcher
For 95 years, the white Lady is a real eye-catcher. Here you can see how the advertising icon has evolved over time.
Persil – a brand around the world
Ever since, Persil has set the pace of time to serve society's changing needs, combining innovation and continuity – around the world. Today, Persil is available in more than 50 countries across five continents. First launched in Germany in 1907, Persil is now also very successful outside Europe, for example in South Korea, Mexico, Middle East and in North America with Persil ProClean. But in some countries, you won’t find Persil in the shelves. The secret is the name: Persil is for example known under the brand names ‘Le Chat’ in France, ‘Wipp Express’ in Spain, ‘Dixan’ in Italy and Greece as well as ‘Nadhif’ in North Africa.