Henkel AG & Co KGaA in Beauty and Personal Care

December 2018

Henkel recorded another year of positive growth in beauty in 2017, however the company continues to perform below industry average due to its strong historic reliance on colourants, a category with limited prospects. To ensure future growth, Henkel is therefore working at expanding its product portfolio focusing on other hair care categories as well as skin care, while targeting faster-growing markets and reaching new consumer segments through its new clean beauty offer and digital campaigns.

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Euromonitor International's report on Henkel AG & Co KGaA delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Henkel AG & Co KGaA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Henkel AG & Co KGaA.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Henkel AG & Co KGaA provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.



Strategic Evaluation

Key findings
Companies at a glance
Global footprint
Company overview
Beauty Care posts slower growth compared to other segments
SWOT: Henkel AG & Co KGaA
Strategic objectives and challenges

Competitive Positioning

Henkel sales fall down further as the industry slightly picks up
Unilever, L’Oréal and Procter & Gamble are top competitors
Growing competitive pressure on Henkel

Beauty and Personal Care Review

Henkel’s narrow focus means it misses out on fast-growing categories
Henkel remains strongly reliant on mature markets
Henkel prioritises dynamic shampoos
Innovation essential to maintain Schwarzkopf’s specialist profile
Henkel focuses on the US, largest hair care market globally
Brazil could be an opportunity for Henkel’s colourant offer
Henkel could exploit rising salon professional hair care in India
Henkel dominates hair care in Germany but lacks a natural offer
Henkel’s latest launch responds to rising demand for vegan beauty
Technology and digitalisation to attract millennials
Henkel targets younger consumers for its Diadermine brand
The UK to offer strong prospects in skin care
Focus on pharmacies in Western Europe

Brand Strategy

Henkel’s top five brands account for 73% of its beauty sales
Schwarzkopf, a globally-recognised hair care brand
Schwarzkopf focuses on younger consumers and innovation
Fa, Henkel’s mass toiletries brand, aims to recruit new consumers
Diadermine is diversifying its offer beyond anti-agers
Consumer perceptions of top Henkel Brands


Focus on faster-growing categories and markets and clean beauty
Key findings (2)

Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

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