July 2000 was a significant year for Henkel Recent Developments Romania, since it saw the inauguration of the Innovation represents the key factor for Henkel Bautechnik adhesive factory, which the success of a company manufactures Ceresit adhesives. Ceresit today that operates holds a leading position on the construction globally.With adhesives market in Romania. Henkel, In June 2005, Henkel Bautechnik Romania approximately inaugurated its third production unit in Bucharest, 3,000 employees following an investment of over 3.5 million euros. worldwide are The result of this investment was an increase in active in the field the production capacity to 200,000 tons per year. of research and Moreover, the entire value of the investments development and Market turnover of 283 million RON, an increase of 20% The period between 1954/1969 was exceeds 10 million euros. applied Henkel is one of the leading international compared to the previous year.This upwards particularly productive for Henkel. It was the engineering, in manufacturers and vendors of brand name trend is the result of the performance enjoyed time of the launch of the soap brand Fa, and order to ensure products and system solutions in over 75 by all of Henkel Romania's divisions - detergents after 1970, the Fa collection, which included innovative international markets, and has more than 50,000 and cleaning products, cosmetic and toiletries, deodorants, shower gels and bath foam.The products, employees.The company's portfolio is extremely commercial and industrial adhesives and period also saw the launch of Pritt, the first glue- intended to satisfy diverse, including laundry detergents and home technologies (including Loctite). stick, as well as the launch of the fabric the toughest care products, cosmetics and toiletries, consumer Similarly, within the framework of the Henkel conditioners Silan and Persil 70. requests of & craftsmen adhesives and technologies. CEE Company, Henkel Romania has occupied In 1986, Henkel KgaA took over Dattelner consumers. In 2005, Henkel invested 2.7% of its turnover in In Romania, Henkel was established in 1994 as the third place (out of 30 countries) in terms of Bitumenwerke GmbH, leading to the spectacular driven; Henkel develops superior brands and research and development, holding fifteen a local division of Henkel Austria. Ever since, the growth rate for 2005, following Ukraine and growth of Ceresit on the construction materials technologies; Henkel aspires to excellence in centres for research and development and Henkel Romania has successfully launched a Bulgaria, and coming ahead of Russia, which took market. quality; Henkel strives for innovation; Henkel running 200 research projects in collaboration series of famous brands from Henkel's the fourth position. 1990 marked the downfall of the communist embraces change; Henkel is successful thanks to with foreign partners. international portfolio onto the Romanian At the 2005 Excellency Gala in Public regimes in Central and Eastern Europe, which its people; Henkel is committed to shareholder market. Henkel Romania has been particularly Relations, Henkel Romania received the Golden gave rise to many opportunities for Henkel. The year 2006 was designated TheYear of value; Henkel is dedicated to sustainability and successful in laundry detergents, liquid PR Award for Excellency for the public relations Henkel Austria was the coordinating office for Innovation within the Henkel group. 130 years corporate social responsibility; Henkel dishwashing products and home care products, campaign entitled “Together for a Clean Delta”. the enlargement process in Central and Eastern Product since the beginnings of the company were communicates openly and actively; Henkel such as Persil, Pur, Rex, Silan, Perwoll, Clin, Europe. marked by an innovating offensive at all levels, in preserves the tradition of an open, family Henkel is one of the main global competitors on all countries and in all areas of activity. Bref; cosmetics & toiletries products such In 1991, Persil Color, the first detergent company. as Fa, Palette,Taft, Gliss, Schauma, Bac; as the laundry & home care market, promoting for coloured clothes, was launched in brands that enjoy worldwide recognition, such as well as in adhesives and technologies, Germany and then, across Europe. Promotion www.henkel.com including brands such as Ceresit,Thomsit, Persil, Silan/Vernel, Rex, Perwoll, Bref, Clin and Pur. Henkel Romania was created in August Henkel is reputed as a home care specialist in Henkel Romania continues to invest heavily in www.henkel-cee.com Loctite,Teroson, Moment and Henkel 1994 . promoting its brands, being one of the key Technologies. this field, holding top positions on key markets In 1995, Henkel took over the renowned for laundry detergents, as well as special investors in the Romanian media to mainly target cosmetic company Hans Schwarzkopf detergents, fabric softeners, dishwashing TV and the printed press. Besides such media Achievements GmbH and, in 1997, Henkel made a share detergents, washable surface & lavatory care promotion, Henkel carries out intense Henkel Romania has always been aware of purchase in the Loctite Corporation, one products. merchandising and category management the distinctiveness of the Romanian market of world's major commercial and industrial On the cosmetics & toiletries market, Henkel activities, as well as various points of sale and has therefore introduced products that adhesives producers. ranks among the top ten global manufacturers, promotions across the country. have been especially conceived for In 1998, Henkel Austria Group changed boasting famous brands such as Fa, Schwarzkopf, Having been a responsible member of the Romanian consumers, for example, the its name to Henkel Central Eastern Europe. Taft, and Schauma. Henkel moreover holds a Romanian society for eleven years, Henkel detergents and cleaning products from the REX History From 2000, Henkel further strengthened its leading position in many of the international Romania has been involved in sponsoring many product line. Likewise, the Pur brand is The year 2006 marked 130 years since Henkel's position on the market by setting up new market segments of the company's strategic cultural projects, charity activities and educational THINGSYOU DIDN'T KNOW ABOUT extremely well known and appreciated by beginnings in 1876, when Fritz Henkel founded companies in Japan, China and the US. In 2001, business units, especially in the fields of hair missions. In line with its policy, the company supports various fields of activity such as culture, Romanian consumers, along with other brands the first laundry detergents factory in Aachen, Henkel celebrated 125 years from its styling and care, toiletries, skin care, oral hygiene Henkel such as Persil, Clin, Bref and Silan. Germany. In 1878, the company saw its first establishment. In recognition of this moment, the and fragrances. art, sport, education and charity. With regard to cosmetic products, Henkel success on the market with its Laundry Soda company sponsored 125 projects dedicated to In the sector of consumer & craftsmen In 2004, to mark ten years of activity, Henkel Romania has also responded to the tendency of children in 125 countries. Among these projects adhesives, Henkel holds an important position, Romania began a project entitled “Together for a Henkel used to sell tea, between 1887 and product, and moved to Düsseldorf.Ten years 1913 local consumers for trying new and modern later, Henkel inaugurated its first branch outside is the Daily Centre for Children in Petrila, offering an extensive range of product brands Clean Delta”, dedicated to waste recycling in the Danube Delta, developed in partnership with products.To this end, Henkel Romania has kept Germany, in Vienna, and in 1889, the company Romania, initiated by Henkel Romania in for the household, office, and for the do-it- The company logo – the name Henkel within up with the latest cosmetic products launched attracted its first clients from Holland and partnership with the Save the Children yourself home improvement market. Among the the Administration of the Danube Delta's a red oval – dates back to 1920 by Henkel in recent years at European level: the Switzerland. foundation. Also in 2001, Henkel reformulated its leading brands, there are Ceresit,Thomsit, Biosphere Reservation. Besides investing in global strategy on the basis of two essential Moment, Loctite, Pritt, Super Attack. equipment for waste collection and recycling, The name Persil comes from the main Gliss range (including Gliss Silk), Palette The launch of the first powder-shampoo, elements: brands and technologies.The new Henkel Romania also took part in a public components of the detergent, PERborate and Permanent Natural Colors, the re-launch of Schaumpon by Schwarzkopf, took place in 1903, Large companies in the industrial field are well strategy is reflected in the new slogan -"A brand education campaign regarding attitudes to waste. SILicate Palette Deluxe, the launch of the Taft Silk,Taft with the label of the product depicting a acquainted with the industrial adhesives & like a friend" - a new vision and ten brand values. technologies provided by Henkel.The market The project was extended in 2005 through the Infiniflex,Taft Power and Taft Complete lines, the distinctive black head logo. Prior to this date, In 1927, Schwarzkopf inaugurated the first segments in which Henkel operates include the development of an educational program in six launch of FaYoghurt range (shower gel, liquid people could only wash their hair with soap or Between 2001/2005, the company continued training centre for stylists in Germany, called automotive & aerospace industries, the schools in the Danube Delta, with the goal of and solid soap) and the launch of the Fa Asia olive oil.The black head logo became a its expansion in the Eastern countries, with the The Institute for Hair Hygiene company annexing Ukraine, the divisions for electronics industry, durable goods, such as creating early awareness concerning the collection. trademark in May 1904. detergents, adhesives household appliances and home electronics, importance of waste collection. In 1947, Henkel Cosmetics launched the first In 2005, Henkel Romania consolidated its Persil came onto the market in 1907, marking position on the Romanian market, reaching a and technologies in consumer goods, and particularly the food and In 2005, Henkel Romania and The Red Cross liquid hair dye for home use, named Polycolor. a revolution in modern laundry detergents: Russia, and the beverage industry, in which Henkel established a Romania made donations to the floods victims in The packaging depicted Venus of Botticelli, nude and let loose.This first pack was housewives of the period could, for the first time, detergents division in new generation of hot melt adhesives for the most affected counties, offering detergents enjoy perfectly clean clothes after a single boil - considered scandalous in Germany after the Turkey, to Henkel applications in packaging and labelling, medical and cleaning products with a value of World War II wash, without scrubbing or bleaching.The CEE. appliances, industrial maintenance, and the repair approximately 20,000 euros. success of Persil exceeded all expectations; Henkel was and overhaul sector. In terms of the latter sector, In 1993, Persil was launched in Syria.The name annual production reached 4,700 tones and the established in Henkel's portfolio includes cost-effective BrandValues of the detergent has become synonymous staff increased by 50% after just one year on the Romania in August solutions for the repair and protection of wear- with the word ‘detergent’ in Arabic market. 1994, as a branch of susceptible equipment in the mining, water “Henkel - A Brand like a Friend” represents the In 1998, Henkel launched Poly Re-Nature, the 1922 saw the creation of one the most Henkel Austria treatment and power generation industries. company's slogan. Henkel's vision is to be a world leader with brands and technologies that first hair dye to return grey hair to its natural famous characters from the Persil commercials, Vienna, which Loctite,Teroson and Liofol are just some of the colour “The lady in white”, who can be seen on posters, became Henkel brands that enjoy an make people's lives easier, better and more billboards, street clocks, and various other Central Eastern excellent reputation beautiful. From this vision come the company's Henkel owns Fa, Schwarzkopf, Persil, Pur, which objects from the 1920s right up until the 1960s. Europe in 1998. worldwide. ten fundamental values: Henkel is customer are all Superbrands in Romania

70 71 July 2000 was a significant year for Henkel Recent Developments Romania, since it saw the inauguration of the Innovation represents the key factor for Henkel Bautechnik adhesive factory, which the success of a company manufactures Ceresit adhesives. Ceresit today that operates holds a leading position on the construction globally.With adhesives market in Romania. Henkel, In June 2005, Henkel Bautechnik Romania approximately inaugurated its third production unit in Bucharest, 3,000 employees following an investment of over 3.5 million euros. worldwide are The result of this investment was an increase in active in the field the production capacity to 200,000 tons per year. of research and Moreover, the entire value of the investments development and Market turnover of 283 million RON, an increase of 20% The period between 1954/1969 was exceeds 10 million euros. applied Henkel is one of the leading international compared to the previous year.This upwards particularly productive for Henkel. It was the engineering, in manufacturers and vendors of brand name trend is the result of the performance enjoyed time of the launch of the soap brand Fa, and order to ensure products and system solutions in over 75 by all of Henkel Romania's divisions - detergents after 1970, the Fa collection, which included innovative international markets, and has more than 50,000 and cleaning products, cosmetic and toiletries, deodorants, shower gels and bath foam.The products, employees.The company's portfolio is extremely commercial and industrial adhesives and period also saw the launch of Pritt, the first glue- intended to satisfy diverse, including laundry detergents and home technologies (including Loctite). stick, as well as the launch of the fabric the toughest care products, cosmetics and toiletries, consumer Similarly, within the framework of the Henkel conditioners Silan and Persil 70. requests of & craftsmen adhesives and technologies. CEE Company, Henkel Romania has occupied In 1986, Henkel KgaA took over Dattelner consumers. In 2005, Henkel invested 2.7% of its turnover in In Romania, Henkel was established in 1994 as the third place (out of 30 countries) in terms of Bitumenwerke GmbH, leading to the spectacular driven; Henkel develops superior brands and research and development, holding fifteen a local division of Henkel Austria. Ever since, the growth rate for 2005, following Ukraine and growth of Ceresit on the construction materials technologies; Henkel aspires to excellence in centres for research and development and Henkel Romania has successfully launched a Bulgaria, and coming ahead of Russia, which took market. quality; Henkel strives for innovation; Henkel running 200 research projects in collaboration series of famous brands from Henkel's the fourth position. 1990 marked the downfall of the communist embraces change; Henkel is successful thanks to with foreign partners. international portfolio onto the Romanian At the 2005 Excellency Gala in Public regimes in Central and Eastern Europe, which its people; Henkel is committed to shareholder market. Henkel Romania has been particularly Relations, Henkel Romania received the Golden gave rise to many opportunities for Henkel. The year 2006 was designated TheYear of value; Henkel is dedicated to sustainability and successful in laundry detergents, liquid PR Award for Excellency for the public relations Henkel Austria was the coordinating office for Innovation within the Henkel group. 130 years corporate social responsibility; Henkel dishwashing products and home care products, campaign entitled “Together for a Clean Delta”. the enlargement process in Central and Eastern Product since the beginnings of the company were communicates openly and actively; Henkel such as Persil, Pur, Rex, Silan, Perwoll, Clin, Europe. marked by an innovating offensive at all levels, in preserves the tradition of an open, family Henkel is one of the main global competitors on all countries and in all areas of activity. Bref; cosmetics & toiletries products such In 1991, Persil Color, the first detergent company. as Fa, Palette,Taft, Gliss, Schauma, Bac; as the laundry & home care market, promoting for coloured clothes, was launched in brands that enjoy worldwide recognition, such as well as in adhesives and technologies, Germany and then, across Europe. Promotion www.henkel.com including brands such as Ceresit,Thomsit, Persil, Silan/Vernel, Rex, Perwoll, Bref, Clin and Pur. Henkel Romania was created in August Henkel is reputed as a home care specialist in Henkel Romania continues to invest heavily in www.henkel-cee.com Loctite,Teroson, Moment and Henkel 1994 . promoting its brands, being one of the key Technologies. this field, holding top positions on key markets In 1995, Henkel took over the renowned for laundry detergents, as well as special investors in the Romanian media to mainly target cosmetic company Hans Schwarzkopf detergents, fabric softeners, dishwashing TV and the printed press. Besides such media Achievements GmbH and, in 1997, Henkel made a share detergents, washable surface & lavatory care promotion, Henkel carries out intense Henkel Romania has always been aware of purchase in the Loctite Corporation, one products. merchandising and category management the distinctiveness of the Romanian market of world's major commercial and industrial On the cosmetics & toiletries market, Henkel activities, as well as various points of sale and has therefore introduced products that adhesives producers. ranks among the top ten global manufacturers, promotions across the country. have been especially conceived for In 1998, Henkel Austria Group changed boasting famous brands such as Fa, Schwarzkopf, Having been a responsible member of the Romanian consumers, for example, the its name to Henkel Central Eastern Europe. Taft, and Schauma. Henkel moreover holds a Romanian society for eleven years, Henkel detergents and cleaning products from the REX History From 2000, Henkel further strengthened its leading position in many of the international Romania has been involved in sponsoring many product line. Likewise, the Pur brand is The year 2006 marked 130 years since Henkel's position on the market by setting up new market segments of the company's strategic cultural projects, charity activities and educational THINGSYOU DIDN'T KNOW ABOUT extremely well known and appreciated by beginnings in 1876, when Fritz Henkel founded companies in Japan, China and the US. In 2001, business units, especially in the fields of hair missions. In line with its policy, the company supports various fields of activity such as culture, Romanian consumers, along with other brands the first laundry detergents factory in Aachen, Henkel celebrated 125 years from its styling and care, toiletries, skin care, oral hygiene Henkel such as Persil, Clin, Bref and Silan. Germany. In 1878, the company saw its first establishment. In recognition of this moment, the and fragrances. art, sport, education and charity. With regard to cosmetic products, Henkel success on the market with its Laundry Soda company sponsored 125 projects dedicated to In the sector of consumer & craftsmen In 2004, to mark ten years of activity, Henkel Romania has also responded to the tendency of children in 125 countries. Among these projects adhesives, Henkel holds an important position, Romania began a project entitled “Together for a Henkel used to sell tea, between 1887 and product, and moved to Düsseldorf.Ten years 1913 local consumers for trying new and modern later, Henkel inaugurated its first branch outside is the Daily Centre for Children in Petrila, offering an extensive range of product brands Clean Delta”, dedicated to waste recycling in the Danube Delta, developed in partnership with products.To this end, Henkel Romania has kept Germany, in Vienna, and in 1889, the company Romania, initiated by Henkel Romania in for the household, office, and for the do-it- The company logo – the name Henkel within up with the latest cosmetic products launched attracted its first clients from Holland and partnership with the Save the Children yourself home improvement market. Among the the Administration of the Danube Delta's a red oval – dates back to 1920 by Henkel in recent years at European level: the Switzerland. foundation. Also in 2001, Henkel reformulated its leading brands, there are Ceresit,Thomsit, Biosphere Reservation. Besides investing in global strategy on the basis of two essential Moment, Loctite, Pritt, Super Attack. equipment for waste collection and recycling, The name Persil comes from the main Gliss range (including Gliss Silk), Palette The launch of the first powder-shampoo, elements: brands and technologies.The new Henkel Romania also took part in a public components of the detergent, PERborate and Permanent Natural Colors, the re-launch of Schaumpon by Schwarzkopf, took place in 1903, Large companies in the industrial field are well strategy is reflected in the new slogan -"A brand education campaign regarding attitudes to waste. SILicate Palette Deluxe, the launch of the Taft Silk,Taft with the label of the product depicting a acquainted with the industrial adhesives & like a friend" - a new vision and ten brand values. technologies provided by Henkel.The market The project was extended in 2005 through the Infiniflex,Taft Power and Taft Complete lines, the distinctive black head logo. Prior to this date, In 1927, Schwarzkopf inaugurated the first segments in which Henkel operates include the development of an educational program in six launch of FaYoghurt range (shower gel, liquid people could only wash their hair with soap or Between 2001/2005, the company continued training centre for stylists in Germany, called automotive & aerospace industries, the schools in the Danube Delta, with the goal of and solid soap) and the launch of the Fa Asia olive oil.The black head logo became a its expansion in the Eastern countries, with the The Institute for Hair Hygiene company annexing Ukraine, the divisions for electronics industry, durable goods, such as creating early awareness concerning the collection. trademark in May 1904. detergents, adhesives household appliances and home electronics, importance of waste collection. In 1947, Henkel Cosmetics launched the first In 2005, Henkel Romania consolidated its Persil came onto the market in 1907, marking position on the Romanian market, reaching a and technologies in consumer goods, and particularly the food and In 2005, Henkel Romania and The Red Cross liquid hair dye for home use, named Polycolor. a revolution in modern laundry detergents: Russia, and the beverage industry, in which Henkel established a Romania made donations to the floods victims in The packaging depicted Venus of Botticelli, nude and let loose.This first pack was housewives of the period could, for the first time, detergents division in new generation of hot melt adhesives for the most affected counties, offering detergents enjoy perfectly clean clothes after a single boil - considered scandalous in Germany after the Turkey, to Henkel applications in packaging and labelling, medical and cleaning products with a value of World War II wash, without scrubbing or bleaching.The CEE. appliances, industrial maintenance, and the repair approximately 20,000 euros. success of Persil exceeded all expectations; Henkel was and overhaul sector. In terms of the latter sector, In 1993, Persil was launched in Syria.The name annual production reached 4,700 tones and the established in Henkel's portfolio includes cost-effective BrandValues of the detergent has become synonymous staff increased by 50% after just one year on the Romania in August solutions for the repair and protection of wear- with the word ‘detergent’ in Arabic market. 1994, as a branch of susceptible equipment in the mining, water “Henkel - A Brand like a Friend” represents the In 1998, Henkel launched Poly Re-Nature, the 1922 saw the creation of one the most Henkel Austria treatment and power generation industries. company's slogan. Henkel's vision is to be a world leader with brands and technologies that first hair dye to return grey hair to its natural famous characters from the Persil commercials, Vienna, which Loctite,Teroson and Liofol are just some of the colour “The lady in white”, who can be seen on posters, became Henkel brands that enjoy an make people's lives easier, better and more billboards, street clocks, and various other Central Eastern excellent reputation beautiful. From this vision come the company's Henkel owns Fa, Schwarzkopf, Persil, Pur, which objects from the 1920s right up until the 1960s. Europe in 1998. worldwide. ten fundamental values: Henkel is customer are all Superbrands in Romania

70 71