Henkel’s product policy is based on the needs of consumers. They expect Henkel products to be highly effective, safe and convenient to use, and environmentally compatible.

Conserving natural resources is one of the goals of a number of initiatives of the International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.). In the course of these, the performance of Henkel laundry detergents has been continuously improved in Western Europe while progressively reducing the necessary dosages and washing temperatures. Since 2006, Henkel has been involved in the “Laundry Sustainability Project” of the A.I.S.E. in the EU New Member States and Candidate Countries in Central and Eastern Europe, and in a number of neighboring countries, with the aim of contributing toward resource- conserving laundry practices there, too. The objective of the project is to reduce the consumption of chemicals, packaging and energy during production and transport as well as the use phase.

As part of the “Laundry Sustainability Project,” the participating manufacturers commit to putting on the market modern and efficient compact powder detergents to replace traditional heavy-duty detergents. Newly reformulated laundry detergents from Henkel have made it possible to reduce the necessary dosage per wash cycle in Central and Eastern Europe by one third (from 150 to 100 grams). To help consumers become accustomed to the lower dosage amounts, an appropriately graduated scoop is enclosed in each package of powder detergent. The compact powder detergents can be recognized by the EuroCompact logo on the pack.

Our innovative Somat 7 sets new standards of efficiency and energy saving in automatic dishwashing. Somat 7 offers consumers outstanding cleaning performance, even when used with water and energy-saving programs. With the help of a low-temperature activator, dishes become sparkling clean at just 40 degrees Celsius. The new detergent booster with washing active enzymes removes stubborn stains, such as egg and sauce  residues, so that they can be rinsed off at only 40 degrees Celsius. The bleaching agents completely remove even tea stains. When used in programs at 40 degrees Celsius, Somat 7 can save up to 20 percent of the energy required with comparable programs at 50 to 55 degrees Celsius. This not only benefits the environment, but also reduces electricity consumption and, as a result, electricity costs.

We are not alone in pursuing these objectives. Since 2006, we have supported the “Save Energy and Water” initiative of the International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.) with our automatic dishwashing detergents. The goal of this initiative is to persuade consumers in all EU Member States, as well as in Norway, Iceland and Switzerland, to save energy and water when they use their automatic dishwashers. Corresponding logos on automatic dishwashing detergents and information on the Internet encourage consumers to select more energy-efficient programs.

We have also worked intensively on the eco-efficiency of our liquid laundry detergent products in the USA. The liquid detergent Purex has been optimized and reformulated into a concentrate which now delivers the same cleaning performance as conventional liquid detergents with just half the dosage. As concentrated detergents constitute a new product category in the USA, the acceptance of different package sizes was evaluated in 2006 in numerous consumer tests. Using a phased approach, Purex Ultra Concentrate will be launched throughout the United States in 2007.

The new product will help to save resources and reduce the burden on the environment in many respects. The lower dosage of the liquid laundry detergent and the resultant lower product volume mean that less water is consumed during the detergent’s production. Furthermore, we need 40 percent less packaging material. This also has a positive effect on transportation, distribution and storage. Far fewer trips will have to be made, saving up to 6.5 million liters of diesel fuel per year, equivalent to about 17,000 metric tons of carbon dioxide emissions. Retailers can utilize shelf and warehouse space more efficiently. Finally, consumers benefit from the smaller bottle as well, as Purex Ultra Concentrate is easier to carry, handle and store.

A key factor in Henkel’s worldwide success is the adaptation of its products to the regionally specific wishes and needs of consumers. In many North African countries, for example, white garments are traditionally worn, so consumers judge the whiteness of freshly washed laundry very critically. To satisfy this demand, the laundry detergents Nadhif in Tunisia and Isis in Algeria contain special ingredients to give the laundry a radiantly white appearance. When the garments are then hung in the sun to dry, the ingredients in Nadhif and Isis continue their work, combating stains and enhancing whiteness. As a result, the laundry is not only radiantly white, but does not need to be washed as frequently, thus conserving valuable water. In Mexico, where laundry is also often hung in the sun to dry, these ingredients have been included just as successfully in the 1-2-3 detergent brand.

Consumer preferences differ and reflect the spirit of the times, even when it comes to laundry. The Belgians, French, Italians and Americans favor  liquid detergents. Standard powder detergents predominate in Greece, Italy, Spain, Portugal and Russia, while the Dutch prefer compact varieties. And though consumers in France tend to use pre-measured detergents, Italians, in particular, prefer to measure out the amount themselves.

To lessen the burden on the environment, Henkel continuously works toward increasing the performance of its laundry detergents while decreasing the dosage. In the case of classic powder detergents, further optimization of the formulations made it possible to reduce the amount of detergent per wash cycle to 170 milliliters – equivalent to 95 grams – throughout Western Europe. The recommended dosage for classic powder detergents is therefore now more than one third less than it was in 1993.

Improved performance can only bring about a reduction in the burden on the environment if the correct amount of detergent is actually used. This is why Henkel puts a high priority on providing effective consumer information. In Europe, this includes clear dosage instructions on the package, an appropriately graduated scoop is enclosed in new packs for the first six month, laundry tips which are provided on the Internet and the Europe-wide Washright initiative of the European Soap, Detergents and Maintenance Products Industry Association, AISE.

In the course of harmonizing packaging throughout Europe, Henkel replaced the square drum used in Germany for economy packs of classic powder detergent with a new carry pack in 2005. This resulted in annual volume savings of about 15 percent of the board material used for packaging.

Low washing temperatures save energy and therefore make a significant contribution toward protecting the environment. They also protect the colors and the fabrics of laundry items. To ensure that laundry is cleaned perfectly at 30 or 40 degrees Celsius, the formulation of Persil Color was revised to make it even more effective. The low-temperature formula removes even the most stubborn stains at a washing temperature of 30 degrees Celsius. Special polymers help to prevent color transfer between laundry items. Persil Color with Low-Temperature Formula has been launched in Germany, Austria, Switzerland and Belgium.

One of the keys to Henkel’s global success is the adaptation of its products to satisfy the regionally specific wishes and needs of consumers. This recipe for success has enabled Pril liquid, for example, to win around 75 percent of the liquid dishwashing detergent market in India. However, these detergents are too expensive for a considerable segment of the population. To offer innovative and high performance products to consumers with less spending power, Henkel has brought out a bar soap dishwashing product. Conventional bar soaps are good at removing grease and fat, but cannot neutralize the odors of the strong spices used in India. Henkel responded to this problem by launching its Pril Lime and Vinegar bar soap. It eliminates odors from dishes and has excellent grease dissolving properties. With the Pril bar soap, Henkel was able to open up a new market segment.

In many emerging economies, the hygiene expectations on detergents and household cleaners differ from those in most of Europe. The products must be powerful and versatile.

Chlorine bleach is a low-cost and effective cleaning agent and disinfectant. It is used for a large spectrum of tasks, to clean kitchens and bathrooms, to bleach white laundry, to wash dishes, and often to disinfect drinking water and clean fruits and vegetables. The problem is that chlorine bleach frequently contains impurities, including heavy-metal compounds, which make it relatively unstable, so that it breaks down during storage and becomes less effective. Moreover, a dichromate dye is usually added to chlorine bleach to turn it yellow and thus ensure that there is no danger of it being confused with other colorless liquids. This practice is questionable, however, as the dichromate is a carcinogen.

In 2003, Henkel launched on the Algerian market Bref Eau de Javel, a chlorine bleach produced using a new filter technology that ensures it is free of impurities. Bref Eau de Javel therefore has a much longer shelf life and is highly effective. In addition, Henkel makes no use of the questionable dye, but uses yellow packaging to alert consumers to the nature of the product. The superior quality and modern packaging of Bref Eau de Javel have set new standards in the Algerian market, and the product is already firmly established with a market share of about one third. In May 2004, Bref Eau de Javel was launched on the Tunisian market.

With the active participation of Henkel, the Industrieverband Körperpflege- und Waschmittel e.V. (IKW - the association of the German body care and detergent industry) commissioned the University of Oldenburg to assess the sustainability of business practices in the sector and to determine future steps. In a dialogue with opinion formers from a variety of social groups, the researchers identified ten fields of action on which the detergent industry should focus on its path to sustainability:

• Lower washing temperatures,
• Less pollution of surface waters,
• Conservation of resources,
• Economic efficiency,
• Innovation capability,
• Simplification of housework,
• Maintaining the value of washed items,
• Role distribution in the household,
• Safe production and use of products,
• Superior hygiene performance.

In the next step, with the involvement of all stakeholders, the priorities for future action will be assessed in relation to what has already been achieved. Indicators have been proposed for each field to permit measurement of the progress made in the sector.