December 2, 2022
Henkel’s new consumer brands division will be led by Tim Petzina from the UK and Ireland
Henkel merges its Beauty Care division with Laundry & Home Care to create a €10 billion superunit.
The German multinational with brands such as Schwarzkopf, LIVE hair color and got2b said the new Henkel Consumer Brands Division will provide a multi-category platform for growth.
First announced in January 2022, the merger is expected to give Henkel competitive advantages in innovation, sustainability and digitalization.
Henkel also announced Tim Petzina as General Manager for the UK and Ireland for the new division.
Petzinna has been with Henkel for over 20 years, most recently as Global Sales and Growth Officer based in Germany.
He also served as the company’s General Manager of Beauty Care in Thailand and Director of Supply Chain Services in the United States.
“Our Senior Leadership Team has been approved. My focus is on focused investments to drive growth and building a high performance business with an integrated commercial team that adds value to our customers,” Petzina said. said.
“By 2023, we aim for double-digit growth on a like-for-like basis.”
Petzinna added that this can be achieved by “consolidating brands so that we can invest more power in them.”
In beauty, Henkel has completely exited the body category, allowing the company to focus on its core strengths of hair color and styling with a few larger brands.
The new division will also focus on the non-beauty Bloo, Color Catcher, Dylon Dyes, Jeyes and Oust brands.
Work is said to have begun to integrate the supply chains of the two former business units. This process he expects to complete by late 2023.
Conglomerates reorganize their businesses
In 2022, several large brand owners have undergone restructuring.
Perhaps the biggest overhaul is Johnson & Johnson. In 2021, the healthcare giant announced it would split its consumer health division into a new publicly traded company, the name Kenvue was announced in September.
Aveeno, Neutrogena, Johnson’s, Tylenol and Dr.Ci:Labo will be combined into a standalone company, expected to be formed in 2023.
And earlier this year, Procter & Gamble announced the creation of a specialty beauty division for its high-end products.
P&G’s new business units include Ouai, Tula Skincare, Farmacy, First Aid Beauty, SeeMe Beauty and KeepItAnchored brands.