Business Sectors in Detail - Henkel

Laundry &
Home Care
Cosmetics/
Toiletries
Adhesive
Technologies
Quality with Brands & Technologies
Business Sectors in Detail
Laundry & Home Care
Purex is the USA’s number one in the rapidly growing segment of
mid-priced liquid laundry detergents. Now Purex Complete 3-in-1,
launched in 2009, has also been enthusiastically received by
retailers and consumers alike.
© Henkel 2010
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Laundry & Home Care
Market positions
• Leading market positions
worldwide
• Growth through innovation,
strong brands, and heightened
focus on customer
relationships
• Further expanding strong
market position in Europe
• Expanding our presence in the
growth regions and in North
America
© Henkel 2010
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World market for laundry and
home care products
Insecticides 6 %
Air fresheners 6 %
53 % Detergents
Cleaning products 35 %
© Henkel 2010
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Laundry & Home Care
Product portfolio
• Heavy-duty
detergents
• Fabric softeners
• Laundry conditioning
products
•
•
•
•
Dishwashing products
All-purpose cleaners
Scouring agents
Floor and carpet
care products
• Bath and WC
cleaners
• Glass cleaners
• Kitchen cleaners
• Specialty
cleaning
products
• Air fresheners
• Insecticides for
household use
© Henkel 2010
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Laundry & Home Care
Sales
in million euros
5,000
4,088
4,117
4,148
4,172
4,129
4,000
Decline in
sales:
-1.0 %
3,000
2,000
1,000
2005
2006
2007
2008
2009
Proportion of Henkel sales: 30 %
© Henkel 2010
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Persil – Germany’s most popular
laundry detergent
• The new Persil ActicPower
is a powerful and highly
concentrated detergent
• Less than half a cup
ActicPower is enough for
one load of laundry
• Full laundry power from just
15 degrees Celsius
• „Produkt des Jahres 2010“
(Product of the Year 2010)
© Henkel 2010
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Laundry & Home Care
Purex Complete 3-in-1 Laundry Sheets
• Fritz Henkel Award for Innovation
2009
• Purex Complete 3-in-1 Laundry
Sheets contain detergent, softener
and anti-static to prevent the build-up
of static in fabrics during the drier
cycle
© Henkel 2010
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Laundry & Home Care
Quality and Responsibility
© Henkel 2010
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Cosmetics/Toiletries
In 2009, Schwarzkopf – the Henkel brand that generates the company’s
highest revenue – celebrated 111 years of quality, competence and
innovation in hair cosmetics. Our experts in colorants are constantly
developing fascinating hair colors for consumers and stylists alike.
© Henkel 2010
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Cosmetics/Toiletries
Market positions
• Leading market positions
worldwide
• Profitable growth with
appealing innovations under
strong brands, aligned to
exacting customer demands
• Expansion of strong market
positions in Europe and North
America
• Selectively increasing our
presence in the growth regions
© Henkel 2010
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World market for cosmetics and
toiletry products
Oral care 11 %
Body care 22 %
32 % Hair cosmetics &
salon products
35 % Skin care
© Henkel 2010
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Cosmetics/Toiletries
Product portfolio
• Hair shampoos
and conditioners
• Hair colorants
• Hair styling
products
• Soaps
• Shower gels,
•
•
•
•
Deodorants
Skin creams
Skin care products
Dental care and oral
hygiene products
• Hair salon products
body wash and
bath products
© Henkel 2010
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Cosmetics/Toiletries
Sales
in million euros
3,000
2,629
2,864
2,972
3,016
3,010
Decline in
sales:
-0.2 %
2,000
1,000
2005
2006
2007
2008
2009
Proportion of Henkel sales: 22 %
© Henkel 2010
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Cosmetics/Toiletries
Essential Color and Essensity
• Fritz Henkel Award for Innovation
2009
• A true breakthrough in permanent
hair coloration
• These two colorant lines have a high
percentage of natural-based
ingredients, ensuring long-lasting
color intensity, superb gray coverage
and optimal care without any use of
ammonia
© Henkel 2010
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Cosmetics/Toiletries
SYOSS
• Syoss – professional hair care at an
affordable price
• Developed and tested in cooperation
with stylists, the formulations offer
salon-standard hair beauty on a daily
basis and are available in retail
stores
• The Syoss launch was Europe’s most
successful in the hair care sector in
2009
© Henkel 2010
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Adhesive Technologies
The worldwide activities of the Packaging, Consumer Goods and
Construction Adhesives segment of the Adhesive Technologies business
sector are presented and decided upon in team sessions. Included in
these discussions is the segment’s best selling brand, Dispomelt.
© Henkel 2010
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Adhesive Technologies
Market positions
• Global market leader
• Profitable growth through
innovations under strong
brands, efficient processes,
and firm focus on customers
• Developing new applications
and growth potentials in all
regions of the world
© Henkel 2010
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World market for adhesives, sealants
and surface treatment products
Craftsmen and
consumers 20 %
51 % Industry
Building adhesives 29 %
© Henkel 2010
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Adhesive Technologies
Product portfolio I
Adhesive and sealant systems;
surface treatment products
for industrial applications in
•
•
•
•
•
Automotive
Packaging
Aircraft
Electronics
Durable consumer goods and
metal sectors, and for
• Maintenance, repair and
overhaul applications
© Henkel 2010
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Adhesive Technologies
Product portfolio II
Adhesives and sealants for
• Building industry
• Craftsmen and consumers
• Applications in the home, school
and office
© Henkel 2010
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Adhesive Technologies
Transport & Metal
Sales share
17 %
• Design-in solutions, broad technology base
• Industry cycle: car and steel production
© Henkel 2010
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Packaging, Consumer Goods and
Construction Adhesives
Sales share
34 %
• More standardized applications, volume businesses
• Industry cycle: consumer products
© Henkel 2010
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Adhesive Technologies
Electronics
Sales share
7%
• Technology and innovation driven, scale in R&D
• Industry cycle: semiconductor, consumer electronics, durable
© Henkel 2010
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Adhesive Technologies
General Industry
Sales share
14 %
• More standardized applications, broad technology base
• Industry cycle: industrial goods
© Henkel 2010
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Adhesive Technologies: Adhesives for
Craftsmen, Consumer and Building
Sales share
28 %
• Branded products, wholesale/retail/project distribution
• Industry cycle: construction industry, slow moving consumer goods
© Henkel 2010
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Adhesive Technologies
Sales
in million euros
6,700
6,000
5,008
5,510
5,711
6,224
Decline in
sales:
4,500
-7.1 %
3,000
1,500
2005
2006
2007
2008
2009
Proportion of Henkel sales: 46 %
© Henkel 2010
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Adhesive Technologies
Technomelt Supra Cool 130
Unites low processing temperature and
proven benefits of Supra technology
• Technomelt Supra Cool 130 – a newly
developed hotmelt adhesive for packaging
that works at a significantly lower
application temperature to reduce energy
consumption.
• It also offers extremely high adhesive
strength, outstanding flowability and a
substantially wider range of application
suitability.
© Henkel 2010
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Adhesive Technologies
Loctite 2400 & 2700
New anaerobic threadlockers are leading
in health and safety
• First threadlockers with “white” Material
Safety Data Sheets
• No need for hazard symbols, risk and
safety phrases
• No compromise in performance
• Excellent resistance against most
industrial chemicals
• Withstanding continuous operating
temperatures up to 150 °C
© Henkel 2010
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