New Era for Consumer Brands at Henkel

Henkel, the German multi-national behind well-known global brands such as Schwarzkopf, LIVE hair colour, got2b, Bloo, Dylon and Jeyes, has merged its Laundry & Home Care and Beauty Care units into a new division, Henkel Consumer Brands.

Henkel, the German multi-national behind well-known global brands such as Schwarzkopf, LIVE hair colour, got2b, Bloo, Dylon and Jeyes, has merged its Laundry & Home Care and Beauty Care units into a new division, Henkel Consumer Brands. The merger, first signalled in January 2022, brings the entire consumer goods business under one roof, creating a €10bn multi-category platform for growth, with a clear strategy that focuses on a winning portfolio and competitive advantage in the areas of innovation, sustainability and digitization.

Tim Petzinna, who has been with Henkel for over 20 years, comes from Henkel’s beauty care business to head up the new division for the UK & Ireland. Most recently he was global sales and growth officer, based in Germany. He brings with him a depth of experience that will give renewed strength to the new unit, including two years as General Manager of Beauty Care in Thailand, and Director of Supply Chain Services in the USA.

“Our senior leadership team is now confirmed and my focus is on building a high-performing business with focused investments driving growth and an integrated commercial team adding value for customers,” said Petzinna. “In 2023, I’m aiming for double digit growth on a like-for-like basis.”

Petzinna’s team will achieve this by “consolidating our brands so we can invest more power behind them.” In beauty care, Henkel has withdrawn from the body category completely ‏(Right Guard was the last brand to go), allowing the company to focus on its core strengths of hair colour and styling with fewer but bigger brands; LIVE, got2b and Schwarzkopf. In laundry & home care, the focus is on a core portfolio of five brands: Bloo, Colour Catcher, Dylon Dyes, Jeyes, and Oust.

The new business unit means that customers have one integrated sales team, who benefit from an enhanced commercial excellence team informing both sales and marketing strategy. The new consumer brands business retains two Heads of Marketing because of major expansion plans for the coming years, but has combined certain functions such as sustainability, media and digital. Work has begun on integrated the supply chains of the two previous business units, a process that is due to be completed by late 2023.

Petzinna is ambitious for his new team, saying that “a high-performing team has to be built on trust. Open discussion and healthy conflict are encouraged, which eventually leads to team motivation, accountability and superior results.”

About the Team

General Manager: Tim Petzinna
Head of Sales: Dan Wilson
Head of Marketing, Beauty Care: Carolina Cordero (also sustainability and media lead)
Head of Marketing, Laundry & Home Care: Nikki Vadera (also digital lead)
Head of Commercial Excellence: Bhavisha Gandesha
Head of Sales Controlling: Magdalena Polak