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Henkel GCC's Value to Premium Hair Care Strategy
Transforming Market Dynamics
The hair care landscape in the GCC region is experiencing a fundamental transformation. Consumer preferences are rapidly evolving beyond traditional value considerations, with a marked shift toward premium, high-quality products across all categories. This evolution represents more than a trend; it signals a permanent change in how consumers define value in their personal care routines.
From Value to Premium
Henkel has historically built a strong market presence through trusted value-for-money brands like Pert Plus for hair care and Palette for hair coloration. While these foundations remain important, we recognize that today's consumers seek elevated experiences that deliver both quality and luxury.
The market is now presenting unprecedented opportunities to launch premium brands that truly deliver on evolving consumer needs. Our approach centers on creating exceptional offerings through advanced formulations, cutting-edge technologies, and superior user experiences that meet the heightened expectations of today's discerning consumers.
Strategic Premiumization
Our commitment to developing future-ready operating models drives our systematic approach to premiumization across hair care categories. This strategic evolution positions Henkel to capture emerging market opportunities while maintaining our core strength in delivering consumer value.
The premiumization strategy represents a comprehensive transformation of how we approach product development, market positioning, and consumer engagement. By elevating our portfolio standards, we're creating sustainable competitive advantages that align with evolving consumer expectations.
Quality excellence defines every Henkel hair care product, regardless of market positioning. Through sustained research and development investment and continuous improvement, we ensure that both our value and premium offerings deliver the superior performance consumers expect from our brands.
Karim Amer, Henkel Regional Marketing Director of Hair & Beauty
Gliss by Schwarzkopf: Elevating Hair Care Standards
Recent product launches exemplify this strategic approach. The launch of Gliss by Schwarzkopf in the GCC marked a pivotal moment in our winning portfolio development. This premium hair care line represents our commitment to innovation and quality, delivering professional-grade results for everyday consumers. Gliss demonstrates how our future-ready operating model translates cutting-edge formulations into accessible luxury experiences.
Creme Supreme: Revolutionary Coloration Technology
Creme Supreme by Schwarzkopf exemplifies our innovation leadership as Henkel's global flagship coloration product. Launched in May 2025, this groundbreaking system introduces the market's first 3-step coloration process, featuring:
- Advanced Application Technology: Seamless product application and distribution
- Integrated Treatment System: Professional-quality treatment, coloration, and conditioning in one comprehensive process
- Luxury Experience: Premium positioning with sophisticated aesthetics and performance
This revolutionary approach transforms hair coloration from a simple beauty routine into a spa-like treatment experience.
Sustainable Growth Through Strategic Excellence
Henkel's winning portfolio strategy demonstrates our unwavering commitment to innovation, quality, and consumer satisfaction. As we continue developing future-ready operating models, we remain focused on delivering exceptional value through premium products that exceed consumer expectations and drive sustainable market growth.
