She said the first wave of consolidations in the late 1800s and early 1900s came as a result of country schools banding together. Lang said Van Cleve, just like some communities in the West Marshall, East Marshall and GMG school districts, could not keep up with the educational and facilities needs required by the state for student success. That small town was eventually added to the Marshalltown School District and its local building closed. Lang said she grew up in Van Cleve, east of Melbourne. “There are pros and cons like there is in everything.” Plus, people around the globe do their laundry differently - Germans, for example, tend to wash at hotter temperatures than Americans, where cold-water cycles are common.“The small town people, like we were … thought consolidation was probably not good for us because we would lose our school,” said 34-year Marshalltown Schools teacher and current Green Mountain-Garwin substitute teacher Julie Lang. For example, washing machines vary in terms of rotator and agitator action, for example. Laundry detergents also must work well under different conditions. earlier this year at Walmart stores and, more recently, at many of the larger grocery chains. "Persil ProClean 2 in 1 formula edged out Tide Plus Ultra Stain Release in our latest tests," the research group said. Persil also has received good product reviews recently. For example, Consumer Reports gave it high marks this year in a head-to-head competition against a Tide product. It's the top detergent in Germany, Austria and the Netherlands, she said. The product is well-recognized by Americans who have lived in Europe, including military service personnel. That would put it above Purex, which currently weighs in at 6 percent. Henkel is forecasting a 10 percent share for Persil in the U.S. detergent business is dominated by Tide, made by Procter & Gamble, with a 38-percent share of the market. Persil, a premium brand, will complement value-brand Purex in the detergent area for Henkel. shores, including Persil and the Schwarzkopf line of hair- coloring and -styling products. The food-processing division was sold in 2006, but Henkel has brought some of its own brands to U.S. With that acquisition, Henkel gained a product portfolio that ranged from Purex detergent and Dial soap to Armour meats. foothold with its 2004 acquisition of Dial Corp., formerly one of Arizona's largest corporations. Henkel, a consumer-products giant in Europe, gained a U.S. Henkel's Scottsdale staff, along with counterparts in Germany, have been addressing these and other details ever since the company envisioned bringing Persil to North America several years ago. But focus-group testing found that this was an attractive feature for many consumers, allowing people to see what the product looks like. Even the name can be tricky, though American consumers said they found "Persil" to be neutral, said Caroline LaBarre, Henkel's director of marketing for laundry care in Scottsdale.Īnd there are many other little details. For instance, Americans generally aren't accustomed to clear laundry bottles, LaBarre said. In the U.S., grass stains and greasy foods figure prominently - not to mention all those dirty socks because Americans are prone to walking around without their shoes on.īottle design and labeling also can have a major impact with consumers. In many Asian countries, tea is also a major culprit, Hartleb said. In Greece and Italy, cleaning often focuses around olive-oil issues, while in South Korea, the national dish of kimchi causes much soiled laundry. The company's chemical engineers, market researchers and others had to think through a lot of pesky details.Įven the stains that trouble consumers vary around the globe, which means the company had to optimize the formula for Americans.Īndreas Hartleb, senior vice president and general manager of Henkel's laundry and home-care product group in Scottsdale, said that in France, for example, a top detergent needs to get out red wine stains, which are common. It's Henkel's flagship global product.īut adapting Persil to the U.S. It's not like the company had to reinvent the wheel on this one - its Persil laundry detergent has been around since 1907 and ranks as a top brand in many countries. Those are some of the questions the Scottsdale staff of Henkel wrestled with, and continue to ponder, as the parent company undertakes a major product launch in North America. ![]()
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