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Persil

Persil

Company: Henkel AG & Co KGaA

Brand value: US$1,868 million

Change since 2018: NEW ENTRY!

Headquarter city: Düsseldorf

Category: Home Care

Year formed: 1907

Persil is the German market leader in laundry detergent, and is available in most countries around the world. It was the first commercially available “self-activated” laundry detergent, and is the brand that has underpinned the growth of parent company Henkel. The brand takes its name from two of its original ingredients: sodium perborate and sodium silicate. Persil advertising for many years featured the “Persil lady”, drawn by a Berlin artist in the early 1920s, and most Germans know the jingle that accompanied the brand’s tagline “Unser Bestes von Persil” (“Our best from Persil”). Persil represents both tradition and innovation; new product releases aim to improve washing performance and make the laundry experience easier. Its Mega-Caps, for instance, were the first pre-dosed detergent that could be added directly to the washing drum. Persil has been associated with environmental protection since the 1980s; it has developed detergents that work in cold water, and advises consumers on how to use less water.

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