Henkel advertising & marketing assignments

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Selected Henkel advertising

Slow but steady growth through acquisition has elevated German giant Henkel into a major force in North America, especially in laundry detergents, as well as in the very different field of consumer and industrial adhesives. It now has 70 separate corporate or manufacturing locations across the US and Canada, and around 9,000 employees. It has achieved its current stature through a series of selective acquisitions over a period of two decades. The first of these was adhesives maker Loctite Corporation in 1997, complementing what was already an extensive sealants and adhesives portfolio in Europe. Other consumer and professional adhesives brands under the combined portfolio include Bonderite, Pritt, LePage and Teroson. In the household and personal care segment, Henkel has played a more cautious game. An early partnership with Clorox Company was supplanted by the buyout of soap maker Dial Corporation in 2004. The more recent addition of Sun Products - formerly the Unilever laundry business in North America - made Henkel the local #2 in laundry behind Procter & Gamble. Brands include Purex, All and Snuggle, and in 2015 Henkel launched its global superbrand Persil into the US for the first time. Other household brands include Dial soap, Renuzit aircare and Softscrub cleaners. In personal care, the group's Schwarzkopf haircare portfolio has been extended with smaller bolt-ons including local styling products DEP, Got2B and professional brand Sexy Hair, as well as Right Guard deodorants. In 2019, the group acquired majority control of eSalon.com, a maker of customised hair colors, as well as professional haircare brand DevaCurl. Steve Essick is president of Henkel North America. Henkel derived revenues of around $5.9bn from North America in 2019, or just over a quarter of the parent group's total global sales. A considerable part of that sum is generated by the North American operations of the group's adhesives business, especially industrial adhesives used in automobile manufacturing.

Capsule checked 13th January 2021

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Who are the competitors of Henkel North America? Henkel competes with several other groups including Procter & Gamble and Unilever (in household and personal care), Church & Dwight (in household care), L'Oreal (in personal care), Reckitt Benckiser and SC Johnson (in household care), and Beiersdorf (in personal care and adhesives). See Household Care and Personal Care sector indexes for other companies.

Historical profile information for Henkel North America


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