The company will renew the Schauma shampoo brand with a vegan formula and launch new natural cosmetics brands.
German chemical industrial company Henkel has announced the launch of new formulas and brands in its hair care line, aiming to tap into consumer demand for more natural ingredients in a bid to revive weak sales growth in the beauty segment. The company is poised for a decline in revenue in 2019 on the back of long-term investments in brands and digital technologies with a view to returning positive momentum in the future.
Henkel will relaunch its European shampoo brand Schauma with a vegan formula, expand its Nature Box line of cold-pressed oil hair and body care products to other markets, and launch a new “free-from” hair color line called OnlyLove. The group will also launch a premium vegan brand for professional hairdressers called Authentic Beauty Concept and expand its range of Pro Nature cleaning products.
Henkel said the Schauma brand's natural formula will not contain silicones or parabens, while the Authentic Beauty Concept line will include "pure" ingredients. CEO Hans van Bylen said Henkel is also planning a global relaunch of its Persil brand to boost sales in North America in a market battle with Procter & Gamble.
The company is taking a number of steps as consumer preference shifts towards natural ingredients. Last year, the French concern L'Oreal acquired the manufacturer of vegan beauty products Logocos Naturkosmetik. And Unilever launched Love Beauty and Planet, a vegan-certified, animal-free hair and body brand.
On the latest news about the forthcoming launch of new brands and formulations, Henkel shares rose 1 percent in price. According to the results of 2017, the securities of the German concern lost 16 percent in price.