Annual Report 2013

Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets Expand footprint in emerging markets
Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


Customer proximity and a deep understanding of specific regional consumer needs are key success factors for expanding our footprint in emerging markets.

 

From left: Mohamed Abdel Ghany and Shaimaa Alwakel, Regional R&D, explain typical types of stains in the Africa/ Middle East region to Sana Choyakh, Marketing Manager for laundry detergents, in the Innovation Center in Dubai, United Arab Emirates

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


The regional needs of consumers are especially apparent in the various ways that washing machines operate. To meet these needs and provide optimal cleaning results, Henkel adapted the detergent to the washing machine design and developed Persil High Suds Gel. This liquid detergent is applied directly to the laundry in the washing drum.

 

From left: Marketing manager Anas Fares discusses the application of Persil High Suds Gel with Shaimaa Alwakel and Mohamed Abdel Ghany.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


Black clothing and veils for women are part of the culture in North Africa and the Arabian peninsula. Henkel Persil Black Abaya was developed especially for this type of clothing. This heavy-duty detergent combines the proven cleaning power of Persil with effective color protection for dark and black fabrics. The formula protects against fading even after many washes.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


To test the performance of floor cleaners and disinfectants, Sana Choyakh (left) und Mohamed Abdel Ghany apply a tough layer of dirt made from a mixture of soot and oil onto a wide test strip.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


To evaluate cleaning performance, the researchers wipe off the test strip using a sponge that has been saturated with the cleaning agent. The researchers determine how well the formulas and agents worked based on the residue remaining on the test strip.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


Using an automated cleaning test, formulations for hand-dishwashing detergents are researched and optimized for quality. The evaluation is based on how many plates can be washed clean using it.

 

Photo: A fully automated robot washes plates continuously with Pril to simulate standardized and comparable cleaning performance.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


Henkel is also represented in North Africa and countries in the Middle East with a large selection of hand-dishwashing detergents and cleaners, including Pril and Dac. With our key brand Pril, Henkel is the market leader in Egypt, Algeria, Iran, and Tunisia.

 

Expand footprint in emerging markets

Globalize

Expand footprint in emerging markets


Dubai, United Arab Emirates


Innovation at the highest level: The new research and development center of the Laundry & Home Care business unit is the first of its kind in the seven-square-kilometer area known as ‟Dubai Silicon Oasis.” Using ultra-modern technologies and test methods, employees develop and adapt the formulations of all laundry and cleaning agents to the specific needs of the Africa/Middle East region.