9. Henkel
Germany
www.Henkel.com
Beauty sales: $3.6 billion
Corporate sales: $16 billion
Key Personnel:
Prof. Dr. Ulrich Lehner, chairman of the management board; Dr. Lothar Steinebach, chief financial officer, Henkel Group; Dr. Friedrich Stara, executive vice president, laundry and home care; Hans Van Bylen, executive vice president, cosmetics and toiletries; Kasper Rorsted, executive vice president, human resources, purchasing, information technologies, infrastructure services; Brad Casper, president and CEO The Dial Corporation; Paul de Bruecker, senior vice president and general manager Schwarzkopf & Henkel, North America.
Products/Brands:
Cosmetics and body care products in the following five areas: hair, body, skin, oral and fragrances. Kaloderma and Bac toiletries; Got2b; AOK; Diadermine; Fa deodorants, foam bath, shower gel, body lotion and soap; Action, City Man and Poly hair care; Schwarzkopf cosmetics, body care and hair care; Schauma, Drei Wetter Taft and Gliss hair care, Dep, L.A. Looks and ARL hair care; Dial personal cleansers.
New Products:
Fa Natural and Pure shower and bath care line, Dial Yogurt Nourishing liquid hand soap; Schauma Kiwi Gloss, Gliss Kur Oil Nutritive, Taft Volume line, Dial for Men, Men Perfect hair color Igora Royal, Diadermine Global Action 9, Fa Asia Spa, Right Guard (acquisition).
Comments: In fiscal 2006, Henkel’s growth in the world cosmetics market was about 2%. While development of the highly competitive Western European branded consumer goods market remained sluggish, Henkel achieved above-average growth due to a focus on hair cosmetics and body care.
Dial Yogurt Aloe Vera is a new offering from Henkel.
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Eastern Europe, Asia-Pacific and Latin America exhibited stronger market growth. In North America, the company expanded its position in the body care segment through acquisitions of the brands Right Guard, Soft & Dri and Dry Idea from Gillette.
Hair cosmetic sales grew, setting a new record in terms of market positions in Europe. The hair care business owed much of its success to the launch of new products Schauma Kiwi Gloss and Gliss Kur Oil Nutritive. Focus within the colorants segment was on the introduction of Men Perfect, the company’s first colorant for men, as well as new products in women’s color palettes. Henkel also enjoyed market growth in the styling area, with the new Taft Volume and gel lines, and expansion of the Got2b line. Heidi Klum was named the company’s spokeswoman for Taft. Under the Gliss brand, Henkel introduced the Repairist Kit, the first three-stage hair treatment for home use, comprising shampoo, treatment lotion and gloss finish.
Fa and Dial, two of the company’s major brands, led to considerable growth in body care sales, with Fa Naturals’ shower gel and deodorants gaining demand in Europe. In the U.S., Dial achieved above-average growth with a relaunch and the newly introduced White Tea & Vitamin E product line. Right Guard made significant strides with the introduction of its new RGX body spray.
Henkel’s skin care business got a boost with the launch of Diadermine 3D Wrinkle Filler Pen, a new entry into the anti-aging market, and the relaunch of the AOK line in Germany.
Product activity in the hair salon segment grew, with the introduction of BlondMe, the company’s first line developed especially for blond hair, and on Bonacure Q10.
Like many other consumer product companies, Henkel is hot on innovation, as can be noted with its many launches over the past year. In fact, a three-year company-wide innovation campaign generated 67,000 ideas! And remarkably, 20% of these were advanced to the next level.
Fa is Europe's top bodywash brand.
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For the second quarter of 2007, total company sales, after adjusting for foreign exchange, rose 3.9%, while cosmetics/toiletries experienced an organic sales growth of 5.2%, continuing to be a good contributor to the company’s wide range of products. According to Henkel, this reaffirmed the positive trend of recent quarters and was again well above the relevant market growth rate—and more reason for optimism.
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