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Henkel repositioning

This article was originally published in The Rose Sheet

Executive Summary

Consumer products company changes corporate slogan to "Henkel - A brand like a friend" to emphasize new focus on brands & technologies rather than on specialty chemicals, firm says. Henkel's former slogan, "Specialists in applied chemistry," no longer represents corporate direction of the firm, Henkel says, since divesting Cognis chemical business to a group of investors in November (11"The Rose Sheet" Nov. 19, 2001, p. 11). Henkel's North American cosmetics and toiletries business, which includes Dep and L.A. Looks, accounts for 8% of the company's $1 bil. North American sales...

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