DKSH and Henkel collaborate in Singapore

By Natasha Spencer

- Last updated on GMT

DKSH and Henkel enter agreement for Singapore

Related tags: Brand management, Marketing, Henkel

DKSH, the leading market expansion services provider with a direct focus on Asia, is progressing its partnership with hair care producer Henkel in Singapore, by extending the alliance to include products by hair cosmetic brand Schwarzkopf.

DKSH and Henkel first partnered in 2014 in an agreement that set out to drive sales of Henkel’s laundry and home care products. Over the last two years, this partnership has developed and DKSH now supports Henkel with extensive market expansion services in nine countries in Asia.

Operating internationally, Henkel holds globally leading market positions, both in the consumer and in the industrial businesses, with well-known brands such as Schwarzkopf and Persil. In fiscal 2015, Henkel reported sales of 18.1 bn euros ($20.3 bn) and adjusted operating profits of 2.9 bn euros ($3.3 bn).

The Henkel Beauty Care branch of the company has developed various product innovations in hair colouring, hair care and hair styling, making it one of the biggest cosmetic companies in hair cosmetics.

DKSH, which helps other brands to grow their business in new or existing markets, generated net sales of CHF 10.1 billion ($10.4 billion) in 2015.

The DKSH Business Unit Consumer Goods arm of the business focuses on fast moving consumer goods, hair and skin cosmetics, food services, luxury goods, along with fashion and lifestyle products. It generated net sales of CHF 3.9 billion ($4 billion) in 2015.

Product range selection

The duo has signed an agreement to take a comprehensive selection of Henkel’s hair care products to market under the Schwarzkopf brand in Singapore. On behalf of Henkel, DKSH is responsible for introducing the göt2b hair styling range and the Syoss and Schwarzkopf Essence Ultîme hair care lines to Singaporean consumers, while expanding the availability of the Natural & Easy hair coloration product range.

We are driven by a passion for creating beautiful hair and this is reflected in each of our products. Our market positioning is based on empowering consumers with professional hair care and styling solutions and educating them on how to achieve the desired look​,” said Davin Leong, Head of Regional Sales of Henkel Beauty Care for Asia-Pacific.

The collaboration with DKSH will strengthen and enhance the growth of the Schwarzkopf brand in Singapore by tapping on DKSH’s strong distribution network and unique marketing and sales capabilities. We are particularly impressed by the company’s strong relationships with the important modern trade channels​.”

On highlighting the impact the new collaboration will have on strengthening DKSH’s market position in Singapore, Carolyn You, Vice President FMCG, DKSH Singapore, added: “The extension of the collaboration with Henkel shows the success of our Market Expansion Services for Henkel in Singapore​.”

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