Henkel KGaA : Football field scented toilet paper for true fans – and for a unique product perception

Tissue manufacturers worldwide are faced with growing consumer expectations. They find themselves having to differentiate their products in the market whilst needing to reduce their costs per unit. Addressing these complex market trends, Henkel's quest of 'Going Beyond Adhesives' has directed its Fragrance Center to share this expertise for the benefit of the tissue market. Henkel's Fragrance Center in Krefeld, Germany, already produces an outstanding spectrum of fragrances for the Beauty and Home Care markets.

In-house fragrance experts at Henkel give advice and customize a unique range of fragrances with an endless number of possible mixtures for individual tissue products. This enables the producer to improve customer perception of its products, to grow market sales and, in addition, to search for new market opportunities. Moreover, using fragrances from the Henkel Fragrance Center is a perfect example of one-stop-shopping from a supplier providing adhesives, additives, equipment, services and high quality fragrances.

The first customer in the market to use this unique scent portfolio is WEPA Hygieneprodukte GmbH who is manufacturing private label tissue products. WEPA has chosen Henkel because of the quality of its products as well as its creativity and expertise in the market of personal and homecare. On the occasion of the European Football Championship 2016, WEPA launched a special edition of tissue products with the fragrance of grass using Henkel fragrance technology. This special edition toilet paper is available in several German supermarkets.

Dr. Stefanie Zumdick, Responsible Product Safety from WEPA commented: 'The cooperation with Henkel was perfect. Their fragrances fulfilled all our safety requirements and the experts from the Henkel Fragrance Center were excellent in proposing unique scent creations that met our expectations.'

Benedikt Figura, Marketing Manager responsible for the tissue market for Henkel in Europe commented: 'In this world where perfumes and fragrances are used widely - from shampoo to detergents, from air-care to skin-care products - it comes as no great surprise that consumer expectations are also growing in the tissue industry. Our new and exciting portfolio of fragrances is a perfect match for these expectations. The products can be used with our Aquence FiberPlus tissue additives if required. They meet the safety regulations of the tissue industry and our customers' strict guidelines. We believe that our fragrances provide endless possibilities for adaptation to every individual tissue manufacturers' products and will, undoubtedly, satisfy their demands for differentiation in this ever increasingly competitive market.'

Henkel will present this innovative new offering at the MIAC Tissue Fair in October.