The shopping behavior of consumers has also changed. They are looking for compact convenience products, such as ready-to-eat solutions or "to go" meals, which simplify their lives and make them more comfortable. This also has an impact on stationary retail. Increasingly, the trend turns towards smaller store spaces with a reduced range of goods. Space is limited – the more compact the product, the better. Consumer behavior has also changed in other terms: Until just a few years ago, going to the supermarket was the only way to do your shopping. Today, things are different. More and more people are ordering online and have their clothing, furniture, groceries, and household items delivered to their doorsteps. E-commerce business represents an important sales channel for the future. But detergent packaging is usually large, heavy, and has to be well wrapped for shipping. Not ideal conditions, in other words. "As a result, we thought about what properties a laundry detergent must have to make it suitable for e-commerce," explains Moritz Klämt, Corporate Vice President Global Digital Marketing & eCommerce for Laundry & Home Care at Henkel.
Small, powerful, and innovative – how Persil enables doing laundry more sustainably
Henkel has found a solution in the form of the Persil Power Bars: "The Power Bars are extremely compressed, require almost no plastic and therefore represent a detergent of the future," says Moritz. The detergent comes in the form of a bar weighing around 30 grams, opening a completely new product category that also makes washing itself easier. Thanks to the pre-dosed bar shape, consumers can quickly and conveniently place the bar in the washing machine drum without having to measure out the product. In addition to their design and their compact form, the new Persil Power Bars also score highly in terms of sustainability. The Power Bars are coated with a biodegradable shell that dissolves in water. Thanks to the compressed form, the bars fit into a small cardboard box that is nearly plastic-free. The handy cardboard box is not much larger than a book, making the Power Bars easy to store and transport in larger quantities. Their compact shape not only makes them ideal for e-commerce, but also allows them to be transported more sustainably. And the production of the bars also causes fewer emissions than that of liquid detergents. Of course, the new Persil Power Bars also offer 100 percent Persil washing power, removing even the most stubborn stains at wash temperatures as low as 20 degrees. "The premeasured Power Bars are the ideal Persil product for all consumers who want particularly easy dosing and sustainable washing," explains Stefanie.
"Innovations happen anywhere in the company"
"The idea for the Persil Power Bars came to a colleague while shopping in the supermarket and was inspired by the shape of a box of chocolates," says Malte Turk, Corporate Director eCommerce for Laundry & Home Care. The first prototype for the packaging was quickly developed within his team. The team is responsible for finding out what requirements there are for products in the e-commerce sector. Together with colleagues from other departments – from production to packaging design – the initial idea was turned into a product that could be tested on the market within just three months of development. This shows Henkel's entrepreneurial spirit, says Malte. After all, his team was not only instrumental in the concept and product development but was also responsible for the market research tests – a role that is usually assumed by the marketing department. A true joint project that demonstrates the entrepreneurial drive of the employees. "Innovation happen anywhere in the company," says Malte.