11/03/2011, Scottsdale, Ariz.


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Name Natalie Violi
  Corporate Communications, Laundry & Home Care, Beauty & Personal Care North America
Phone +1 480-754-5442
Email Send E-Mail

Henkel Executive Named “Brand Genius” by Adweek Magazine

Senior editors of Adweek magazine as well as industry professionals have selected Henkel executive Eric Schwartz, general manager of laundry and home care, as a 2011 Brand Genius winner. Henkel is the maker of well-known consumer brands such as Purex® laundry detergents and softeners, Soft Scrub® cleaners, and Dial® soaps and body washes.

The Brand Genius awards honor the brands that shape our culture and the individuals who catapult them to success. The magazine’s panel of senior editors and select industry experts identify the most creative, colorful, and ultimately successful examples of brand building in 10 categories. Past winners include some of the top brand creators such as the late Steve Jobs and David Lauren of Polo Ralph Lauren. The awards ceremony was held on Oct. 27 in New York and honored 11 Brand Genius winners for 2011 across multiple industries.

Schwartz was recognized as a Brand Genius for his extension of the Purex brand equity from a value to premium laundry category via groundbreaking marketing and innovations.  Eric’s leadership has taken the Purex brand’s equity not only to new heights but also market shares not seen in years.  Under his tenure, Eric’s team has successfully launched two game-changing innovations: Purex Complete 3-in-1 Laundry Sheets and this year’s runaway success, Purex Crystals™ laundry enhancer.  Moreover, his openness to new marketing approaches has allowed Purex to flourish in both the digital medium as well as in-store. For example, with the launch of Purex Crystals laundry enhancer, Henkel brought interactive LCD screens to the center of the laundry aisle. These screens played an on-demand video communicating the product’s attributes, which helped educate consumers about the unique product form. Henkel was the first consumer packaged goods manufacturer to bring LCD screens to the center of the laundry aisle.

“Eric’s smart and efficient marketing techniques grew the Purex brand despite the challenges and uncertainties in the category,” said Henkel Consumer Goods President Norbert Koll. “Under his leadership, Purex has become the fastest-growing brand in the laundry care category this year.”

Schwartz began his career at Henkel in 2004 as a senior brand manager for Purex laundry detergent. He also served as international platform leader for fabric softener, working at Henkel’s German headquarters. In 2008, Schwartz was promoted to vice president of marketing for laundry care, and in June 2011, was promoted to general manager for laundry and home care. Prior to working at Henkel, Schwartz held positions at Nestle and Clorox.

Henkel in North America
Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial® soaps, Purex® laundry detergents and softeners, Right Guard® antiperspirants, got2b® hair gels, and Loctite® adhesives.

About Henkel
Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Cosmetics/Toiletries, and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 48,000 people and reported sales of $20.07 billion and adjusted operating profit of $2.27 billion in fiscal 2010. Henkel’s preferred shares are listed in the German stock index DAX and the company ranks among the Fortune Global 500.