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Henko with antibacterial Neem

In India, our Henko laundry detergent with antibacterial Neem protects laundry gently

against bacteria. Neem is a natural raw material obtained from the native Neem trees,

and it is well known in India for its antibacterial effect and skin compatibility. To make the

product performance accessible to consumers with low purchasing power as well, Henkowith antibacterial Neem is also available in single-use packs and as a soap bar.

Laundry Sustainability Project

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.

MAS Less packaging, lower price

The various Mas product lines of liquid laundry detergents that we market in Mexico used

to be offered in packaging units of at least one liter. Now all varieties of Mas are also

available in 500 milliliter stand-up pouches. This new packaging form has two

advantages. First, the stand-up pouch itself weighs 74 percent less than the one-liter

bottle and thus contributes to savings in packaging materials. Second, the reduction in

product size and packaging material means that the product can be sold at a much lower

price, making it more accessible to consumers in lower income brackets.

Nadhif Radiant white

A key factor in Henkels 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

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often hung in the sun to dry, these ingredients have been included just as successfully in

the 1-2-3 detergent brand.

Nadhif Semi-Automatic Saving valuable water

A key factor in Henkels worldwide success is the adaptation of its products to the

regionally specific wishes and needs of consumers. In Tunisia, for example,

semi-automatic washing machines account for about two thirds of the market. Using

conventional laundry detergents in these machines leads to increased foam levels. The

adjustment of the formulation of Nadhif Semi-Automatic to the needs of semi-automaticwashing machines prevents excessive foaming and enables the foam formed during

washing to be rinsed out more easily with the same powerful cleaning performance.

This eliminates the need for an additional rinse and saves valuable water.

Persil Actic Power / Purex Cold Water

Small, powerful and convenient thats Persil Actic Power, our liquid laundry detergent

that develops its washing power at just 15 Celsius, thanks to even better performing

enzymes. Persil Actic Power delivers the same washing performance with just half the

previous dosage. Washing laundry at lower temperatures not only lowers energy

consumption and therefore CO2-emissions, but also puts money back in our consumers

pockets.

Persil Top cleaning performance at just 20 degrees Celsius

The permanent challenge facing the product developers of our laundry detergents and

household cleaners is how to achieve better and better washing performance with even

lower energy consumption. The key to success lies in skilful blending of the individual

ingredients. As in an orchestra, all of the components must harmonize perfectly; even the

slightest change can have a huge effect on overall performance. Our product developers

again succeeded in significantly improving the performance of our European premium

laundry detergents Persil, Le Chat, Dixan and Wipp. The new formulations remove more

than 20 types of stain, including lipstick, grease and coffee, more efficiently at just 20

degrees Celsius. In comparison with laundry washing programs at 30 degrees Celsius,

washing at 20 degrees Celsius can cut the energy consumption of washing machines byup to 40 percent.

Persil Hygiene Rinse + DAC Desinfectant

In our markets in the Middle East and North Africa, our Dac Disinfectant ensures

first-class cleaning and prevents new bacterial growth for 24 hours. Persil Hygiene Rinse

eliminates up to 99.99 percent of all bacteria, even during low-temperature wash cycles.

With lime and vinegar: Dishwashing in India

The strategy of adapting our products to satisfy the regionally specific wishes and needs

of consumers has enabled Pril Liquid to win around 75 percent of the liquid dishwashingdetergent 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.


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Pur Power Crystals

The salt crystals in the manual dishwashing detergents bind with the sponge. They thus

maintain the anti-grease power up to four times longer with the same dosage.

Purex Complete 3-in-1 Laundry Sheets

Purex Complete 3-in-1 Laundry Sheets have taken laundry detergent concentrates to a

new level in the USA. Thanks to the 10 times concentrated detergent formula, one

laundry sheet contains all of the detergent, softener and anti-static needed for one wash

cycle and the following dryer cycle. The low weight and volume reduce the carbon

dioxide emissions associated with transport by almost 70 percent, and the Laundry Sheet

refill pouch generates 45 percent less packaging waste in both cases, in comparison

with a bottle of a conventional laundry detergent concentrate. The switch from plastic

packaging to cardboard increases the recycling rate. In the USA, the recycling rate for

paper is more than 60 percent, as opposed to only 7 percent for plastic.

Purex Natural Elements Eco-performance recognizedOur liquid laundry detergent Purex Natural Elements was the first leading detergent

brand to be included in the Design for the Environment program of the American

Environmental Protection Agency (EPA). The program recognizes consumer products

that are particularly compatible with the environment and human health. The doubly

concentrated formulation of Purex Natural Elements achieves a consistently high

washing performance with just half of the traditional dosage. All surfactants (washing

active substances) used are derived from renewable raw materials. The formulation

contains natural fragrance extracts and is free of artificial colorants. All ingredients are

readily biodegradable.

Purex Ultra Concentrate 100 percent natural washing power

In the USA, we have worked intensively to improve the eco-efficiency of our laundrydetergents. In 2007, all our liquid laundry detergents were reformulated as concentrates.

The optimized formulation of Purex Ultra Concentrate now delivers the same washing

performance with just half the previous dosage. Consumers thus obtain the full washing

power of Purex in a bottle only half as large as before. This not only saves water and

packaging material during production, but also significantly reduces transport weights and

volumes, thereby saving several million liters of fuel during distribution.

Somat Perfect Gel

Our innovations are used daily in millions of households, and therefore offer great

potential to actively help to shape more sustainable lifestyles. For example, we work

continuously to develop dishwasher detergents that deliver excellent cleaning

performance at ever lower temperatures. One such product is Somat Perfect Gel, which

our researchers developed in cooperation with raw material suppliers and which is

particularly efficient in water- and energysaving dishwashing programs. The innovative

gel formulation ensures that the detergent takes effect immediately and removes even

stubborn stains in programs with temperatures as low as 40 degrees Celsius. Relative to

comparable programs at 50 or 55 degrees Celsius, consumers can achieve energy

savings of 20 percent on average, depending on the type of dishwasher. This product,

developed by the Laundry & Home Care business sector, shows in exemplary fashion

how our employees always have the Henkel values in mind. Somat Perfect Gel helps to

save resources and thus conserve the environment, and offers added value to our


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consumers. www.somat.de

Terra For a cleaner today and tomorrow

Conserving the environment without relinquishing quality of life is a core need for more

and more consumers. This is why the Terra brand exists. Its active ingredients are mainly

obtained from plants rather than mineral oil. Whether it be bathroom, glass, universal or

toilet cleaners, dishwasher detergents, or liquid laundry detergents (color and universal),

for each individual type of Terra product, the greatest possible proportion of plant-based

active ingredients were selected without compromising on the excellent performance ofthe products.

Vernel Fewer rinses

In all parts of the world, local consumer needs and washing habits make widely varying

demands on laundry detergents. In North Africa, for example, doing the laundry is still

hard work. Laundry is often washed by hand, and many homes have no running water.

The scarcity of water necessitates careful use of this limited resource. Henkel has

therefore developed a fabric softener with special ingredients that enables washing foam

to be rinsed out very easily by hand. This technology previously only available in the

Latin American markets was introduced under the Vernel brand in Egypt and Tunisia.

The reduction in the number of rinses can save up to ten liters of water per laundry load.

Moreover, less effort is required for manual washing. In addition to regular packaging

sizes, Vernel is also offered as single-use packs (85 ml) to make it accessible to a broad

group of people.

Vernel Max All-around efficiency

Fourfold concentration of the Vernel Max fabric softener concentrates we market in

Turkey has allowed the traditional dosage to be reduced by more than 75 percent, from

110 to 24 milliliters, while providing the same excellent softening effect and fragrance.

The product can now be packed in a 1-liter rather than a 4-liter bottle, thus saving

material and water during production, and increasing logistical efficiency.

2011 Henkel AG & Co. KGaA


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