Persil

Company: Henkel AG & Co KGaA

Brand value: US$1,588 million

Change since 2019: -15%

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. Most Germans know the jingle that accompanied the brand’s tagline “Unser Bestes von Persil” (“Our best from Persil”). Globally, Persil is a major investor in advertising, frequently buying advertising space during the US Superbowl. Persil links tradition with 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. The capsule segment evolved again in 2019, with the launch of Persil four-chambered discs. 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.