Henkel will expand in emerging markets and strengthen its position in Africa/Middle East and Eastern Europe thanks to an agreement with Procter & Gamble to acquire a range of hair care brands that focus on these regions.

 The transaction includes a portfolio of brands with leading positions in the entry-level price segment. Major brands are Pert, Shamtu and Blendax, focusing on the shampoo segment. Key countries are Russia, Saudi Arabia and Turkey. In the fiscal year 2015, sales of the brands to be acquired reached close to $100 million.
 
“This acquisition is part of our strategy to further strengthen our footprint in emerging markets and to invest in strong country category positions. We are convinced that emerging markets will continue to generate above-average growth in the future,” said Hans Van Bylen, executive vice president and responsible for Henkel’s Beauty Care business. “These brands are a perfect fit for our Beauty Care business. They will strengthen our existing core category hair care and provide a platform for further expansion.”
 
In May 2014, Henkel acquired the Pert brand in Latin America from P&G.