In View of Tomorrow Pleasant

in view of

tomorrow Research and Development at Henkel

Smart Age

Wellness

Communication

Lifestyle

Mobility 34 in view of tomorrow pleasant. make people’slives even more endeavors to in their no effort group ofinsatiables who spare researchers are among the satisfied. Henkel ple are never somepeo- ern civilization. Yet mod- from the Stone Age to our in qualityoflife, improvement has resulted inanenormous ofthis out which grew spirit human beings. The inventive been aperpetual aspiration of as possible has life as pleasant From time immemorial, making Lifestyle

Conjuring up convenience

35 36 in view of tomorrow n10 stefrtself-acting in 1907 asthefirst ontheGermanmarketlaunched ample isPersil, which was renowned ex- easier. The most make everyday life considerably epoch-making innovations which innovations onto themarket, Henkel has succeeded inbringing success Again onit. andagain, indeed based itsentrepreneurial in shaping it,and played apart society. Henkel and consumer the inception ofthe industrial developed with inconjunction ofconvenience first concept the modern convenience, but tainly had something to dowith The invention ofthe wheel cer- them again. to dowithout want home banking –andwould not meal, from the pizza service to to theready-to-serve deodorant services –stretching from the of convenience and articles become accustomed to therange in daily life. Wequickly and effort from intime savings thegrowing of theconsumer, who profits to – thedelight something new them to constantly comeupwith tion amongcompanies forces actually perform. Competi- must which people ofwork amount progressively reducing the andservicesgoods capable of improved for quest intheir perts developers andmarketing ex- used by contemporary product Convenience isthemagic word e ideas for New leisurely life idea was thesame: certainly the the time, but at buzzword yet a viewers. Convenience was not 30 million and was seenby about from 1932 to 1938 Union Theater the Berlin The filmwas shown at mation alsoaddedto its fame. provide consumerswithinfor- Persil soundfilmproduced to known German brand names. A quickly became oneofthebest- andSil, syllable ofeach, Per This combination ofthe first detergent. the nameofthenew by theway, were joinedto create ingredients, new two rics. These to remove soilfrom fab- easier it addition ofsilicate, which made was the the procedure. Also new step in thus eliminatingamajor inthe sunto bleach, to belaidout had rate, nolonger the laundry perbo- oxidative ingredient new self-acting because, dueto its laundry. Persil was said to be veritable revolution inthe home andwhich triggered a detergent iainfree rae conve- even greater mization for opti- system solutions. Product them with and modernproducts itscustomers by providing for Henkel wants to make life easier longtime. very a losophy for of Henkel’s corporate phi- part The idea ofconvenience has been adhesives. cosmetics, cleaners or hensive Henkel range, bethey inthecompre- products other the naturally alsoholdstrue for perls sales oftoday’s Persil Mega- a decisive role inthe successful Ease ofapplicationplays also the film. being) was thesonorous title of hen (Wash –Washing –Well- Wäsche –Waschen –Wohlerge- ® and Persiland Tabs.same The nience is an ongoing pursuit at ad oil, lipstick, and other fats, Henkel, and new raw materials while cellulases remove cotton and technologies are constantly lint and freshen up color fabrics. being researched to this end. The Proteases and amylases are not simpler and easier a product is to only used in laundry products, use, the more intelligence it in- but also in detergents for dish- corporates. However, hardly any washers. consumers are aware of the The advantages offered by these intensive development work in- enzymes are definitely obvious to volved in these details. the consumer. Textiles not only become cleaner, but are laun- Tailor-made dered more gently, which means helpers that they look like new much longer. Since enzymes act even at One example of the ongoing im- low temperatures, pre-washing provement of products is the use is superfluous, thus saving water, of enzymes in laundry and energy, time and money for the cleaning products. Enzymes are consumer. The enzymes used present everywhere in nature. account for only a few milligrams They consist of proteins and cat- in the detergent formulation. In alyze the various metabolic conjunction with ongoing further processes in living cells. When developments in overall de- applied industrially, they specif- tergent formulations, this has ically accelerate chemical helped to reduce the average processes. They have been used amount of detergent used per for years in detergents to remove 5-kilogram load in the past stubborn stains. Most recently, twenty years from more than these enzymes have been tai- 220 grams to about 75 grams at lored, using biotechnological present. This welcome effect is methods, in order to optimize good for both the consumer and their effect and performance. the environment. Each enzyme fights very specific “Enzymes will continue to play a types of dirt which are typically major role in the further devel- found in the household. Four opment of our laundry and different kinds of enzymes are home care products,” predicts used in today‘s detergents: Pro- Dr. Karl-Heinz Maurer, head of teases break down egg, blood, enzyme technology research at milk, spinach, and other pro- Henkel. “The focus is not always teins. Amylases serve as ”starch exclusively on the cleaning effect, splitters” to work against mashed however. Cellulase, for example, potatoes, chocolate ice cream is a very powerful agent for pro- and pudding. Lipases attack sal- tecting color in cotton fabrics.”

37 38 in view of tomorrow add to process efficiency. also washing results, but better ensure only washed, they not hospital is laundry and hotel or clothes instance, inwhich work In large-scale laundries, for utilized inindustrial processes. of energy andresources are also properties, andthe conservation terms ofconvenience, specific in The advantages enzymes offer encapsulation technology isa spray, inwhich antiperspirant Fa brand “Freshness Control” The March 2001launch ofthe the specialcare effects. andvisualize by the consumer capsules can beseen ingredient mm insize, 1 theactive about cation to becomeactivated. Only mechanical action during appli- gelatine capsules which require and care ingredients enclosedin contain active shine Gliss-Kur or suchproducts asPoly-Kur care andsmaller. Hair smaller the capsules themselves become ingly sophisticated effects, while trend toward achieving increas- isthe isnew with water. What tives which dissolve uponcontact some time now, asinbath addi- for been usedinthissegment Capsulesproducts. have actually ents inbody care andcosmetic encapsulation ofactive ingredi- to achieve specialeffects isthe highly modernmethodsdesigned example ofthe useof Another The cunning capsule physical stability ofthe active tively influence thechemical and sulation technologies can posi- nanometers. Encap- afew only capsules inthe size range of dimensions isonthe advance: idea with even smaller Another with thenaked eye. beperceived andcannot Kur andGliss- sules usedinPoly-Kur than thegelatine cap- smaller meter). Theymuch arethus crons (amicron isamillionthof 10mi- sules measure 75or only The fragrance andvitamin cap- periodoftime. alonger and over more evenly effect develop their andcan ble within the product sta- thus protected. They are kept ingredients are encapsulated and active delicate vitamins andother suchDiadermine, inwhich as achieved inskin care products parable effects have alsobeen bination ofthe fragrances. Com- delightful andstimulating com- alsothe ing offreshness, but thelonger-lasting only feel- not is the user added convenience for during thecourse oftheday. The an additional freshness boost perspiration, andthusprovides ence ofmoisture, such as the influ- these capsules under fragrance isonlyreleased by encapsulated fragrance. This ever, thespray contains an issprayed. Inaddition, how- it isfree as as soon andacts product of the fragrance includedinthis portion exceedinglysuccessful. A key application advantage, was u ihtefrtpwe sham- powder withthefirst out burg. “Before Schwarzkopf came Schwarzkopf &Henkel inHam- care at products hair sumer con- for head ofdevelopment comments Dr. Winfried Seidel, all,” at –ifthey washed it hair peopleusedto wash their how “No oneliving today can imagine care products. ofhair velopment milestone inthede- be afurther the realization ofthisidea would Due to itsconvenience aspects, substances. active the right just searching for work Scientists are hard at effects. properties andother care isabletoogy produce new ingredients, while nanotechnol- poo in 1903, people used solvents and time, as well as just the right ficient time to make any neces- like benzine, or else washed their tools – usually precisely the ones sary corrections; and, finally, ex- hair with soap, which made it missing from the home toolbox. tremely high ultimate bond dull and hard to comb. Since Recognizing the importance of strength, so that you can be sure then, innumerable tiny steps ease of application, product that what you want to perma- have been taken to gradually development in the adhesives nently hold will indeed do so. create our modern liquid sham- sector is creating innovative “The important factor in assem- poos, which always incorporate a problem solutions for household, bly adhesives,” explains Dr. care effect and offer numerous office, hobby and craft use, Gaby Schilling, head of product advantages. The consumer hard- which help the consumer to development for assembly adhe- ly notices these steps, because we complete his or her work fast and sives at Henkel, “is to achieve, on become accustomed to them so simply. the one hand, toughness and quickly. And in the age of Drei A most striking example is the stability and, on the other hand, Wetter Taft, is there still anyone performance of Pattex assembly favorable flow characteristics, around who can remember hair adhesives: white, pasty adhesive two seemingly contradictory nets, fixing gels, or hair lacquer masses which foam out of the properties. With the help of spe- with ball atomizers, all precur- can, are almost as light and fluffy cial thickening agents, we have sors of today’s hair sprays? Only as whipped cream, and offer succeeded in chemically com- by looking back do we recognize incredible adhesive power. The posing the adhesive paste so that the incredible progress our pre- solvent-free, water-based uni- it reacts flexibly to pressure, al- sent-day products have made in versal adhesives based on syn- lowing it to be dispensed and the convenience they offer us.“ thetic resin dispersions unite all corrected, while it immediately Yet a look into the future is much of the properties do-it-your- more exciting than a trip back selfers require in an adhesive: into the past. Henkel is actively high initial tack, so that the sub- contributing to it, with attractive strates adhere immediately; suf- products and system solutions to make life still easier.

No more nails

Convenience is also extremely important in the home improvement sector. Conventional techniques involving drills, dowels and nails require skill, precision

39 40 in view of tomorrow nience benefits. phasize thesespecialconve- slogan which Henkel usesto em- covered. “Nomore isthe nails” tion possibilities still to bedis- And there are plentyofapplica- would have surmised. they never tages inclean bonding which alsorecognize advan- pros now enced do-it-yourselfers. The DIY amonginexperi- only and not an idea which popular, isvery nailingunnecessary, screwing or such as drilling, dirty work and adhesives alsomake difficult assembly rest.” Pattex when at offers itsentire bonding strength “inHaus” has“inHaus” acompletely net- ing inapractical setting. The future living andwork- tions for technologies andapplica- out possibleto actually try makes it five years, project thisvisionary in Duisburg. Plannedto run for “inHaus,” Intelligentes or Haus houseinnovation center, smart up a and Volkswagen, have set Siemens, Sony, Deutsche Telekom panies like Honeywell, Miele, operative effort, including com- electronics, 18partners intheco- Micro- Institute for Fraunhofer the leadership ofthe Under day-to-day life inthe future. centering concretely around ject through itsparticipation inapro- needs ing to future consumer ideas andknowledge relat- new Henkel isalsoinaposition to gain Rehearsing thefuture units andsystems, which are for the various be integrated sothat ofhometechnologypects must bility. To accomplish this,allas- work, communication andmo- living environment, ple intheir peo- can appropriately support networked structures gate how phases will investi- Various test technologies. tween different be- technology, as well as that between human beingsand to improve communication how objectives:primary findingout has two project The “inHaus” integrated intheproject. are also The garden andcar tists, technicians andcraftsmen. scien- houses the laboratory for half families, while the other the test aslivingserves space for double house,inwhich onehalf hasHaus” beenconceived asa safety andenergy savings. “in- also provide maximum home gree ofcomfort. The installations functions providing auniquede- tomated andremote-controlled worked environment, with au- the technology individually to laxing andsleeping. Adapting listening to music, partying, re- studying, watching television, washing, cleaning, working, shopping, eating, cooking, lyzed inregard to convenience: of homelife are practically ana- precisely investigated. All aspects be functions and designs must techniques andthe acceptance of operation ty, andsothe new andsafe- a high level ofcomfort technology isintended to provide bile telephone. The networked mo- naturally passed onto your home,the call is at you are not the problem is.If what just know voice message system letsyou blows, anda fuse to the freezer example, ifthe automatically, for matically.telephonerings The are notified auto- department fire the occupants, handyman or problems. Incase ofemergency, any without with theInternet and nicate with oneanother diverse standards, can commu- based onvery part the most the wishes and needs of each investigating these aspects. member of the family is also a Products in these segments must significant topic. The water tem- be intelligently merged into the perature in the shower, for environment. New technologies, example, can be individually formulations and packaging will pre-programmed. be as much in demand in the Alongside the technical aspects, future as system solutions in hygiene, body care and wellness which equipment and chemistry naturally also play a role in the are optimally harmonized with house of the future. Within the one another. Dr. Juan-Carlos project, Henkel concentrates on Wuhrmann, responsible for

41 42 in view of tomorrow completely with cosmetics and Henkel isequippingthehouse ideas.“ information and obtaining new continues andthusof as it project opportunity ofobserving the haveanideal wenow yet, but this to answer the have not do example? We tics necessary, for characteris- Are specificproduct gories will actually beneeded. cate- product or products new opportunity to investigate which of the future like thisgive usan interest. “Homes with great ject thus following pro- the “inHaus” Henkel, is home care at products and laundry for development strategic controlling inproduct ment. Anyonement. interested intak- tered hometechnology environ- lems consumers have inanal- the behavior, wishes andprob- will beusedto analyze indetail families Interviews with the test behavior. changing consumer recording andevaluation of the for “inHaus” sponsible at environment. Henkel will bere- the personal andhome for ucts ofprod- al brand manufacturer of experience asaninternation- from Henkel’s many years benefit will also phases.project The design andevaluation ofthe test research to the inmarket pertise and isalsocontributing itsex- andhomecarelaundry products Laundry &HomeCareLaundry Kirschbaum Dr.Müller- Thomas tomorrow’s life easier” toproducts make “Designing modern lc oapyt eats family. place to apply to beatest the future yourself, thisisthe if youwould like to living try in presentation And oftheproject. attractive burg.de to findamost www.inhaus-duis- at door net future opentheInter- needonly into thehouseof ing alook Westfälische Elektrizitätswerke cooperation with the Rheinisch- has already becomereality: In it sound like pure fantasy, but which Henkel isinvolved, may convenience indaily life, andin more at aimed project further A Lifestyle via mouseclick (RWE), Henkel has founded the tenDE company, which takes care of day-to-day matters for busy people and even organizes their leisure-time activities at their re- quest. tenDE stands for Time En- ergy Network Deutschland and is operated jointly with the British tenUK, whose personal service has already been available and successful in the UK since 1998. Whether you need a plumber, your home has to be renovated, or there is shopping to be done, the lifestyle managers at tenDE can be reached in a jiffy by telephone and Internet and will see to it that professional service- providers take care of their the future. And our special back- customers’ needs to the latter’s ground gives us a great deal of satisfaction. The service includes experience and competence in organizing all kinds of leisure- approaching this.“ For the time time activities, from travel plans being, this lifestyle management addressed, in which the to reserving concert tickets to is still a rather exclusive service. www.tende.de Internet pres- planning private events. The services are offered in various ence and e-commerce offerings Ralf Heine, director of e-business packages tailored to the cus- will assume growing importance. development at Henkel, regards tomer’s needs. Depending on the tenDE may not immediately this joint venture as the perfect extent of the services utilized, the transform the oft-cited German entry for Henkel into the services annual fee ranges from Û 250 to service desert, but we can cer- sector. ”Of course, you tradition- 2,500. Target groups thus primar- tainly expect more than just an ally think of detergents or cos- ily include individuals with high oasis. After all, the experts at metics first when you hear the income and companies that Henkel have 125 years of expe- name Henkel. But for an interna- want to provide their top em- rience with convenience, plus tional group, involvement in the ployees with additional incen- the drive to make the next 125 services sector means becoming tives. In the long run, however, years at least as successful – and part of an interesting market of a broader market may well be convenient.

43 54 in view of tomorrow Authors Jürgen Sterzenbach Wolfgang Köhler Figge Peter Die Zeit Die s in Düsseldorf. ist munications andadvertising. corporate com- creative concepts for own firm, SINNDESIGN,develops industry, the media andpolitics. His well-known clientsin for copywriter ofideas and Works asagenerator tions, including variety a ofpublica- Has worked for with economicsbac Journalist various sectors. companies in lations andmarketing for was previously incharge ofpublicre- since 1989. He andtrainer consultant andcommunication lance journalist Journalist, has beenworking as afree- . He is now a freelance a journal- . Heisnow Wirtschaftswoche kground. and Published by: Henkel KGaA, Düsseldorf Credits

Editors: Dr. Rolf Schnakig, Lars Witteck R & D Communications

Scientific Consultants: Dr. Monika Böcker, Bernie J. Bolger, Dr. Thomas Engels, Dr. Norbert Fedke, Dr. Wolfgang Fleischmann, Dr. Thomas Gassenmeier, Ralf Heine, Prof. Michael Heinzel, Dr. Matthias Hofmann, Claudia Jassoy, Dr. Torsten Körner, Dr. Wolfgang Matthies, Dr. Karl-Heinz Maurer, Dr. Bernd Mayer, Dr. Herbert Schenkel, Dr. Gaby Schilling, Dr. Winfried Seidel, Dr. Armin Wadle, Dr. Marianne Waldmann-Laue, Dr. Jürgen Wegner, Dr. Winfried Wichelhaus, Dr. Juan Carlos Wuhrmann

Copy: Matthias Horx, Frankfurt/Main; Peter Figge, Erkrath; Wolfgang Köhler, Düsseldorf; Jürgen Sterzenbach, Lindlar

Translation: ExperTeam®, Neuss

Design & Layout: Design Agentur Achim Grintsch, Cologne

Photos: Wilfried Wolter, Düsseldorf

Photo Credits: Mauritius, Photodisc, Pictor, Stone, SuperStock, Zefa, Henkel Archive, Grintsch Archive, Cologne

Production Advisor: Klaus Dettmann, Langenfeld

Lithos & Printwork: Universitätsdruckerei H. Stürtz AG, Würzburg Most of the product names mentioned in this publication are registered trademarks of Henkel KGaA, Düsseldorf

PR no.: 010215000 / Mat. no.: 4687981 ISBN 3-923324-78-2

Printed 2002 issue

For further information please contact: R & D Publications Phone: +49-211-797-2787 Fax: +49-211-798-5598 email: [email protected]

Mailing address: Henkel KGaA R & D Publications 40191 Düsseldorf 55 Germany Internet: www.henkel.com