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Henko with antibacterial Neem

In India, our Henko laundry detergent with antibacterial Neem protects laundry gently
against bacteria. Neem is a natural raw material obtained from the native Neem trees,
and it is well known in India for its antibacterial effect and skin compatibility. To make the
product performance accessible to consumers with low purchasing power as well, Henko
with antibacterial Neem is also available in single-use packs and as a soap bar.

Laundry Sustainability Project

Conserving natural resources is one of the goals of a number of initiatives of the
International Association for Soaps, Detergents and Maintenance Products (A.I.S.E.). In
the course of these, the performance of Henkel laundry detergents has been
continuously improved in Western Europe while progressively reducing the necessary
dosages and washing temperatures. Since 2006, Henkel has been involved in the
Laundry Sustainability Project of the A.I.S.E. in the EU New Member States and
Candidate Countries in Central and Eastern Europe, and in a number of neighboring
countries, with the aim of contributing toward resource- conserving laundry practices
there, too. The objective of the project is to reduce the consumption of chemicals,
packaging and energy during production and transport as well as the use phase.
As part of the Laundry Sustainability Project, the participating manufacturers commit to
putting on the market modern and efficient compact powder detergents to replace
traditional heavy-duty detergents. Newly reformulated laundry detergents from Henkel
have made it possible to reduce the necessary dosage per wash cycle in Central and
Eastern Europe by one third (from 150 to 100 grams). To help consumers become
accustomed to the lower dosage amounts, an appropriately graduated scoop is enclosed
in each package of powder detergent. The compact powder detergents can be
recognized by the EuroCompact logo on the pack.

MAS Less packaging, lower price

The various Mas product lines of liquid laundry detergents that we market in Mexico used
to be offered in packaging units of at least one liter. Now all varieties of Mas are also
available in 500 milliliter stand-up pouches. This new packaging form has two
advantages. First, the stand-up pouch itself weighs 74 percent less than the one-liter
bottle and thus contributes to savings in packaging materials. Second, the reduction in
product size and packaging material means that the product can be sold at a much lower
price, making it more accessible to consumers in lower income brackets.

Nadhif Radiant white

A key factor in Henkels worldwide success is the adaptation of its products to the
regionally specific wishes and needs of consumers. In many North African countries, for
example, white garments are traditionally worn, so consumers judge the whiteness of
freshly washed laundry very critically. To satisfy this demand, the laundry detergents
Nadhif in Tunisia and Isis in Algeria contain special ingredients to give the laundry a
radiantly white appearance. When the garments are then hung in the sun to dry, the
ingredients in Nadhif and Isis continue their work, combating stains and enhancing
whiteness. As a result, the laundry is not only radiantly white, but does not need to be
washed as frequently, thus conserving valuable water. In Mexico, where laundry is also

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often hung in the sun to dry, these ingredients have been included just as successfully in
the 1-2-3 detergent brand.

Nadhif Semi-Automatic Saving valuable water

A key factor in Henkels worldwide success is the adaptation of its products to the
regionally specific wishes and needs of consumers. In Tunisia, for example,
semi-automatic washing machines account for about two thirds of the market. Using
conventional laundry detergents in these machines leads to increased foam levels. The
adjustment of the formulation of Nadhif Semi-Automatic to the needs of semi-automatic
washing machines prevents excessive foaming and enables the foam formed during
washing to be rinsed out more easily with the same powerful cleaning performance.
This eliminates the need for an additional rinse and saves valuable water.

Persil Actic Power / Purex Cold Water

Small, powerful and convenient thats Persil Actic Power, our liquid laundry detergent
that develops its washing power at just 15 Celsius, thanks to even better performing
enzymes. Persil Actic Power delivers the same washing performance with just half the
previous dosage. Washing laundry at lower temperatures not only lowers energy
consumption and therefore CO2-emissions, but also puts money back in our consumers
pockets.

Persil Top cleaning performance at just 20 degrees Celsius

The permanent challenge facing the product developers of our laundry detergents and
household cleaners is how to achieve better and better washing performance with even
lower energy consumption. The key to success lies in skilful blending of the individual
ingredients. As in an orchestra, all of the components must harmonize perfectly; even the
slightest change can have a huge effect on overall performance. Our product developers
again succeeded in significantly improving the performance of our European premium
laundry detergents Persil, Le Chat, Dixan and Wipp. The new formulations remove more
than 20 types of stain, including lipstick, grease and coffee, more efficiently at just 20
degrees Celsius. In comparison with laundry washing programs at 30 degrees Celsius,
washing at 20 degrees Celsius can cut the energy consumption of washing machines by
up to 40 percent.

Persil Hygiene Rinse + DAC Desinfectant

In our markets in the Middle East and North Africa, our Dac Disinfectant ensures
first-class cleaning and prevents new bacterial growth for 24 hours. Persil Hygiene Rinse
eliminates up to 99.99 percent of all bacteria, even during low-temperature wash cycles.

With lime and vinegar: Dishwashing in India

The strategy of adapting our products to satisfy the regionally specific wishes and needs
of consumers has enabled Pril Liquid to win around 75 percent of the liquid dishwashing
detergent market in India. However, these detergents are too expensive for a
considerable segment of the population. To offer innovative and high performance
products to consumers with less spending power, Henkel has brought out a bar soap
dishwashing product. Conventional bar soaps are good at removing grease and fat, but
cannot neutralize the odors of the strong spices used in India. Henkel responded to this
problem by launching its Pril Lime and Vinegar bar soap. It eliminates odors from dishes
and has excellent grease dissolving properties. With the Pril bar soap, Henkel was able
to open up a new market segment.

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Pur Power Crystals

The salt crystals in the manual dishwashing detergents bind with the sponge. They thus
maintain the anti-grease power up to four times longer with the same dosage.

Purex Complete 3-in-1 Laundry Sheets

Purex Complete 3-in-1 Laundry Sheets have taken laundry detergent concentrates to a
new level in the USA. Thanks to the 10 times concentrated detergent formula, one
laundry sheet contains all of the detergent, softener and anti-static needed for one wash
cycle and the following dryer cycle. The low weight and volume reduce the carbon
dioxide emissions associated with transport by almost 70 percent, and the Laundry Sheet
refill pouch generates 45 percent less packaging waste in both cases, in comparison
with a bottle of a conventional laundry detergent concentrate. The switch from plastic
packaging to cardboard increases the recycling rate. In the USA, the recycling rate for
paper is more than 60 percent, as opposed to only 7 percent for plastic.

Purex Natural Elements Eco-performance recognized

Our liquid laundry detergent Purex Natural Elements was the first leading detergent
brand to be included in the Design for the Environment program of the American
Environmental Protection Agency (EPA). The program recognizes consumer products
that are particularly compatible with the environment and human health. The doubly
concentrated formulation of Purex Natural Elements achieves a consistently high
washing performance with just half of the traditional dosage. All surfactants (washing
active substances) used are derived from renewable raw materials. The formulation
contains natural fragrance extracts and is free of artificial colorants. All ingredients are
readily biodegradable.

Purex Ultra Concentrate 100 percent natural washing power

In the USA, we have worked intensively to improve the eco-efficiency of our laundry
detergents. In 2007, all our liquid laundry detergents were reformulated as concentrates.
The optimized formulation of Purex Ultra Concentrate now delivers the same washing
performance with just half the previous dosage. Consumers thus obtain the full washing
power of Purex in a bottle only half as large as before. This not only saves water and
packaging material during production, but also significantly reduces transport weights and
volumes, thereby saving several million liters of fuel during distribution.

Somat Perfect Gel

Our innovations are used daily in millions of households, and therefore offer great
potential to actively help to shape more sustainable lifestyles. For example, we work
continuously to develop dishwasher detergents that deliver excellent cleaning
performance at ever lower temperatures. One such product is Somat Perfect Gel, which
our researchers developed in cooperation with raw material suppliers and which is
particularly efficient in water- and energysaving dishwashing programs. The innovative
gel formulation ensures that the detergent takes effect immediately and removes even
stubborn stains in programs with temperatures as low as 40 degrees Celsius. Relative to
comparable programs at 50 or 55 degrees Celsius, consumers can achieve energy
savings of 20 percent on average, depending on the type of dishwasher. This product,
developed by the Laundry & Home Care business sector, shows in exemplary fashion
how our employees always have the Henkel values in mind. Somat Perfect Gel helps to
save resources and thus conserve the environment, and offers added value to our

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consumers.

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Terra For a cleaner today and tomorrow

Conserving the environment without relinquishing quality of life is a core need for more
and more consumers. This is why the Terra brand exists. Its active ingredients are mainly
obtained from plants rather than mineral oil. Whether it be bathroom, glass, universal or
toilet cleaners, dishwasher detergents, or liquid laundry detergents (color and universal),
for each individual type of Terra product, the greatest possible proportion of plant-based
active ingredients were selected without compromising on the excellent performance of
the products.

Vernel Fewer rinses

In all parts of the world, local consumer needs and washing habits make widely varying
demands on laundry detergents. In North Africa, for example, doing the laundry is still
hard work. Laundry is often washed by hand, and many homes have no running water.
The scarcity of water necessitates careful use of this limited resource. Henkel has
therefore developed a fabric softener with special ingredients that enables washing foam
to be rinsed out very easily by hand. This technology previously only available in the
Latin American markets was introduced under the Vernel brand in Egypt and Tunisia.
The reduction in the number of rinses can save up to ten liters of water per laundry load.
Moreover, less effort is required for manual washing. In addition to regular packaging
sizes, Vernel is also offered as single-use packs (85 ml) to make it accessible to a broad
group of people.

Vernel Max All-around efficiency

Fourfold concentration of the Vernel Max fabric softener concentrates we market in
Turkey has allowed the traditional dosage to be reduced by more than 75 percent, from
110 to 24 milliliters, while providing the same excellent softening effect and fragrance.
The product can now be packed in a 1-liter rather than a 4-liter bottle, thus saving
material and water during production, and increasing logistical efficiency.

2011 Henkel AG & Co. KGaA

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