GERMANY: This year marks the 100th anniversary of Persil, which is billed as the first self-acting detergent. Today, Persil from Henkel is available in approximately 60 countries. Moreover, the quality for which Persil is known is also available under local brand names such as Le Chat marketed in France, Wipp in Spain or Dixan in Italy, Greece and Cyprus. Now, this centennial year is to see the largest relaunch in Persil’s history. The premium detergent brands of Henkel are to be given a new, significantly more modern design.
For its 100th birthday, Persil is getting a thorough makeover and is about to undergo the biggest relaunch in its history. Persil is now available in Germany as “better than ever.” This claim is also to be visualized by a new, more modern and also more emotionally appealing look, which will be applied in all of western Europe. The national premium products of the family such as Le Chat in France, Wipp in Spain or Dixan in Italy, Greece and Cyprus will be adopting this new brand identity.