Henkel North America | Dial Corp (US)

Consumer products group Dial Corp became the local arm of German consumer goods giant Henkel in 2004. It manages a small but diverse portfolio of US personal and household care brands. Lead products Dial soap and laundry detergent Purex are among North America's best-known household brands, although the group trails the likes of Procter & Gamble and Unilever in size. Dial's performance flagged significantly during the 1990s before making a recovery in the mid-2000s, but even after acquisition by Henkel, the company has maintained a comparatively low profile compared to its larger competitors. In 2005, it acquired leading deodorant brand Right Guard. The Dial Corp name has gradually been phased out since 2009 in favour of the Henkel name.

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Competitors: see Household Care and Personal Care indexes for other companies

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Dial Corp website

Dial	Zout
Purex	20 Mule Team
Dial Complete	Coast
Tone	Pure & Natural
Right Guard	Renuzit
Soft & Dri	Dry Idea

Henkel

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