Henkel's Fa brand enters U.S. with shower gels, soap

Cardona, Mercedes M.
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, p20
Trade Publication
This article reports on the plans of Henkel to introduce its Fa line of scented shower gels and hand soaps into the U.S. market in August 1999. The advertising, from DDB Needham Worldwide, will include television and couponing, said David Berglass, senior vice president-sales and marketing of Schwarzkopf & Dep. The segment is growing already according to figures from Information Resources Inc. Fa, the top selling body-care brand in Europe, is being used by Henkel as its first major U.S. foray because it is different enough from current offerings in the market to stand out according to Berglass.


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