Jamie Matusow, Editor-in-Chief11.02.15
Update: Henkel ranks at #14 on our latest report Top 20 Global Beauty Companies 2021.
Germany
www.henkel.com
Corporate Sales: $20 billion
Beauty Sales: $4.3 billion
Key Personnel: Kasper Rorsted, chief executive officer; Carsten Knobel, executive vice president, finance, purchasing and integrated business solutions; Hans Van Bylen, executive vice president, beauty care.
Major Products/Beauty Brands: Personal care, skin care, professional and branded hair care, antiperspirants & deodorants and oral care sold under brands including Schwarzkopf & Henkel, Schwarzkopf, Indola, Syoss, Clynol, BC Bonacure, Dial, Fa, Right Guard, Tone, Coast, Dry Idea, Aok, Diadermine, Licor del Polo, Antica Erboristeria, Theramed, Pert.
New Products: Syoss Oleo 21, Schwarzkopf Essence Ultîme, Schwarzkopf Schwarzkopf Professional’s BC Bonacure professional hair care treatment, Schwarzkopf Nectra Color, Diadermine N°110; Taft Invisible Power, Gliss Kur Million Gloss, Got2b Rise ’n Shine, Right Guard Protect 5, Fa Vitalize & Power shower gels.
Comments: Conflicts in Eastern Europe and the Middle East did not help Henkel in 2014. Still, sales remained positive and emerging countries contributed about 44% of sales. Beauty sales rose 1% last year to $4.3 billion; organic growth was 2%. Beauty care accounts for about 22% of Henkel’s business. According to Kasper Rorsted, Henkel’s chief executive officer, “In 2014, we achieved our financial targets, made very good progress with our strategy implementation and laid a strong foundation to achieve our targets for 2016.” In 2016, Henkel aims to surpass €20 billion in corporate sales.
Henkel increased its global footprint in 2014 through a number of targeted acquisitions, and purchased three U.S. professional hair care companies—Sexy Hair, Kenra and Alterna—to expand its position in the North American market.
Henkel’s leading beauty brand, Schwarzkopf, which the company says is the global hair expert in both the retail and professional businesses, generated around $2.4 billion, more than half of total beauty sales for the year. Continual innovation is credited for Schwarzkopf gaining market share in all categories.
Henkel also launched a number of digital initiatives to strengthen relationships with customers and consumers. For instance, the viral video “Schwarzkopf—A declaration of love,” has been viewed over 15 million times on YouTube. Another example is the launch of the 3D Schwarzkopf hair advisor app that enables consumers to virtually color and style their hair—either directly at the point of sale or on a smartphone at home. Additional product information is immediately accessible and products can be purchased directly online.
Henkel claims the No. 3 position in the Chinese hair care market thanks to its Schwarzkopf and Syoss brands.
Sales in Henkel’s Hair Salon business were lower year on year due to what they term “difficult market conditions,” but the company said it still outperformed the “market of relevance.”
In Hair Colorants, Schwarzkopf Nectra Color, the brand’s first permanent hair colorant without ammonia, attracted new consumers. Ammonia-free Palette Perfect Gloss, which provides optimal gray coverage, was also a hit.
In Hair Care, the introduction of the Essence Ultime brand was pronounced “a major growth driver.” This brand was exclusively developed with model Claudia Schiffer.
Innovation, central to Henkel’s thinking, paid off in its Body Care business with Fa Floral Protect, a line of antiperspirants with floral fragrances and 48-hour protection. Fa Vitalize & Power is a line of shower gels with vitamins for a refreshing feeling. The vitamin concept was also introduced under the Dial brand. Right Guard Protect 5 claims its innovative formula detects sweat as it appears, and protects for up to 72 hours.
In Skin Care, Diadermine launched its first anti-aging line, N°110, to mark 110 years of dermatological expertise. The key ingredient in all products is 110 drops of an advanced concentrate designed to activate 11 signs of younger skin.
Henkel expanded its R&D center in Shanghai, China, in 2014. Its lab and test salon, in Johannesburg, South Africa, worked to develop products tailored to “afrotextured” hair, creating Schwarzkopf Smooth ’n Shine, a new range of hair care products.
Germany
www.henkel.com
Corporate Sales: $20 billion
Beauty Sales: $4.3 billion
Key Personnel: Kasper Rorsted, chief executive officer; Carsten Knobel, executive vice president, finance, purchasing and integrated business solutions; Hans Van Bylen, executive vice president, beauty care.
Major Products/Beauty Brands: Personal care, skin care, professional and branded hair care, antiperspirants & deodorants and oral care sold under brands including Schwarzkopf & Henkel, Schwarzkopf, Indola, Syoss, Clynol, BC Bonacure, Dial, Fa, Right Guard, Tone, Coast, Dry Idea, Aok, Diadermine, Licor del Polo, Antica Erboristeria, Theramed, Pert.
New Products: Syoss Oleo 21, Schwarzkopf Essence Ultîme, Schwarzkopf Schwarzkopf Professional’s BC Bonacure professional hair care treatment, Schwarzkopf Nectra Color, Diadermine N°110; Taft Invisible Power, Gliss Kur Million Gloss, Got2b Rise ’n Shine, Right Guard Protect 5, Fa Vitalize & Power shower gels.
Comments: Conflicts in Eastern Europe and the Middle East did not help Henkel in 2014. Still, sales remained positive and emerging countries contributed about 44% of sales. Beauty sales rose 1% last year to $4.3 billion; organic growth was 2%. Beauty care accounts for about 22% of Henkel’s business. According to Kasper Rorsted, Henkel’s chief executive officer, “In 2014, we achieved our financial targets, made very good progress with our strategy implementation and laid a strong foundation to achieve our targets for 2016.” In 2016, Henkel aims to surpass €20 billion in corporate sales.
Henkel developed the Essence Ultime brand with model Claudia Schiffer.
Henkel’s leading beauty brand, Schwarzkopf, which the company says is the global hair expert in both the retail and professional businesses, generated around $2.4 billion, more than half of total beauty sales for the year. Continual innovation is credited for Schwarzkopf gaining market share in all categories.
Henkel also launched a number of digital initiatives to strengthen relationships with customers and consumers. For instance, the viral video “Schwarzkopf—A declaration of love,” has been viewed over 15 million times on YouTube. Another example is the launch of the 3D Schwarzkopf hair advisor app that enables consumers to virtually color and style their hair—either directly at the point of sale or on a smartphone at home. Additional product information is immediately accessible and products can be purchased directly online.
Henkel claims the No. 3 position in the Chinese hair care market thanks to its Schwarzkopf and Syoss brands.
Sales in Henkel’s Hair Salon business were lower year on year due to what they term “difficult market conditions,” but the company said it still outperformed the “market of relevance.”
In Hair Colorants, Schwarzkopf Nectra Color, the brand’s first permanent hair colorant without ammonia, attracted new consumers. Ammonia-free Palette Perfect Gloss, which provides optimal gray coverage, was also a hit.
In Hair Care, the introduction of the Essence Ultime brand was pronounced “a major growth driver.” This brand was exclusively developed with model Claudia Schiffer.
Innovation, central to Henkel’s thinking, paid off in its Body Care business with Fa Floral Protect, a line of antiperspirants with floral fragrances and 48-hour protection. Fa Vitalize & Power is a line of shower gels with vitamins for a refreshing feeling. The vitamin concept was also introduced under the Dial brand. Right Guard Protect 5 claims its innovative formula detects sweat as it appears, and protects for up to 72 hours.
In Skin Care, Diadermine launched its first anti-aging line, N°110, to mark 110 years of dermatological expertise. The key ingredient in all products is 110 drops of an advanced concentrate designed to activate 11 signs of younger skin.
Henkel expanded its R&D center in Shanghai, China, in 2014. Its lab and test salon, in Johannesburg, South Africa, worked to develop products tailored to “afrotextured” hair, creating Schwarzkopf Smooth ’n Shine, a new range of hair care products.
