2 2 Henkel around the world Henkel operates worldwide with leading brands and technologies in three business sectors: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions, both in the consumer and in the industrial businesses, with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs around 47,000 people and reported sales of 16,510 million euros and adjusted operating profit of 2,335 million euros in fiscal Henkel s preferred shares are listed in the German stock index DAX. Düsseldorf, Germany Global Headquarters Vienna, Austria Regional Center Shanghai, China Regional Center Scottsdale, Arizona, USA Regional Center Mexico City, Mexico Regional Center Rocky Hill, Connecticut, USA Regional Center São Paulo, Brazil Regional Center Dubai, United Arab Emirates Regional Center Cairo, Egypt Regional Center
3 3 Henkel at a glance 2012 Highlights 16.5 billion euros sales in billion euros adjusted 1 operating profit (EBIT) 43 % of our sales generated in the emerging markets Around 47,000 employees More than 120 nations represented by our people Around 31 % of our managers are women We supported 2,339 social projects in 2012 Around 6,000 measures developed for the implementation of our sustainability strategy 136 years of brand success and more to come... 1 Adjusted for one-time charges/gains and restructuring charges.
4 4 Our Vision A global leader in brands and technologies. Our Values We put our customers at the center of what we do. We value, challenge and reward our people. We drive excellent sustainable financial performance. We are committed to leadership in sustainability. We build our future on our family business foundation.
5 5 Our Strategy We will outperform our competition as a globalized company with simplified operations and a highly inspired team! Outperform Leverage potential in categories A global leader in brands and technologies Globalize Focus on regions with high potential Our targets bn sales 10 bn sales in emerging markets Simplify Drive operational excellence Inspire Strengthen our global team 10 % earnings per share 1 Including continuous portfolio optimization. 1 Average annual growth in adjusted earnings per preferred share (compound annual growth rate/cagr).
6 6 Our sustainability strategy Achieving more with less Commitment to leadership in sustainability is one of our core corporate values. Maintaining a balance between economic success, protection of the environment, and social responsibility has been fundamental to our corporate culture for decades. As sustainability leaders, we aim to pioneer new solutions for sustainable development while continuing to shape our business responsibly and increase our economic success. This ambition encompasses all of our company s activities along the entire value chain. It is underpinned by our around 47,000 employees all over the world, who have firmly embraced the principles of sustainable development in their daily work and think and act accordingly. The idea at the heart of our sustainability strategy reads: Achieving more with less. We want to create more value for our customers and consumers, for the communities we operate in, and for our company while reducing our ecological footprint at the same time. To accomplish this, we need innovations, products and technologies that can enhance quality of life while using less input materials. Building on our decades of experience in sustainable development, we aim to work together with our suppliers, customers, and consumers to develop viable solutions for the future. By doing so, we will be contributing both to sustainable development and to our company s economic success. Our goal for 2030: Triple our efficiency By the year 2030, we want to triple the value we create through our business operations in relation to our ecological footprint. We summarize this ambition of becoming three times more efficient as Factor 3. To reach this ambitious goal, we will have to improve our efficiency by an average of 5 to 6 percent each year. We have therefore set concrete 5-year targets from 2011 to 2015 for our six focal areas. These reflect the challenges of sustainable development as they relate to our operations. Our ambition is to become three times more efficient by We call this Factor 3 for short. That means tripling the value we create through our business activities in relation to the ecological footprint made by our products and services.
7 7 Our focal areas and our 5-year targets from 2011 to 2015 More value More value for our customers and more value for Henkel + 10 % more net sales per production unit More social progress and better quality of life Social Progress Performance Deliver more value Safety and Health Safer workplaces and better health & hygiene + 20 % safer per million hours worked Less energy used and less greenhouse gases Energy and Climate at a reduced footprint Materials and Waste Water and Wastewater Less resources used and less waste generated Less water used and less water pollution 15 % less water per production unit 15 % less waste per production unit 15 % less energy per production unit Reduced footprint
8 8 Our business sectors Henkel is active with leading brands and technologies on a global scale. We have divided our operations into three business sectors: Laundry & Home Care, Beauty Care and Adhesive Technologies. In 2012 we achieved 44 percent of our sales with our top 10 brands. And 43 percent of our global revenue was attributable to our emerging markets. Laundry & Home Care % organic sales growth Sales by business sector Our top brands 1 % Corporate 28 % Laundry & Home Care 50 % Adhesive Technologies 21 % Beauty Care Key financials / in million euros restated * Sales 4,304 4, % Operating profit (EBIT) % Adjusted 1 operating profit (EBIT) % Return on sales (EBIT) 9.7 % 13.6 % 3.9 pp Adjusted 1 return on sales (EBIT) 13.2 % 14.5 % 1.3 pp Corporate = sales and services not assignable to the individual business sectors. pp = percentage points 1 Adjusted for one-time charges/gains and restructuring charges. * 2011 figures restated per IAS 8 Accounting policies, changes in accounting estimates and errors (see notes on pages 116 and 117 in Annual Report 2012).
9 9 Beauty Care % organic sales growth Adhesive Technologies % organic sales growth Our top brands Our top brands Key financials / in million euros Sales 3,399 3, % Operating profit (EBIT) % Adjusted 1 operating profit (EBIT) % Return on sales (EBIT) 13.8 % 13.6 % 0.2 pp Adjusted 1 return on sales (EBIT) 14.2 % 14.5 % 0.3 pp pp = percentage points 1 Adjusted for one-time charges/gains and restructuring charges. Key financials / in million euros Sales 7,746 8, % Operating profit (EBIT) 1,002 1, % Adjusted 1 operating profit (EBIT) 1,075 1, % Return on sales (EBIT) 12.9 % 14.4 % 1.5 pp Adjusted 1 return on sales (EBIT) 13.9 % 15.1 % 1.2 pp pp = percentage points 1 Adjusted for one-time charges/gains and restructuring charges.
10 10 Our brands and technologies Laundry & Home Care The Laundry & Home Care business sector is globally active in the laundry and home care Branded Consumer Goods business. The Laundry business includes not only heavyduty and specialty detergents but also fabric softeners, laundry performance enhancers and laundry care products. Our Home Care product portfolio encompasses hand and automatic dishwashing products, cleaners for bathroom and WC applications, and household, glass and specialty cleaners. We also offer air fresheners and insecticides for household applications in selected regions. In 2012, we generated 42 percent of our sales from products successfully launched onto the market in the last three years. Innovations 2012 Persil Duo-Caps New Persil Duo Caps, for all major European markets, is an innovative, pre dosed liquid detergent offering dual chamber technology. Easy to dispense, Persil Duo Caps combines the Persil brightness formula in the green chamber with a powerful active stain remover in the blue chamber. Bref / WC Frisch Power Aktiv Bref marketed in Germany under the WC Frisch brand launched a major freshness campaign with two new fragrances: the WC rim block is now available for sale in Fresh Eucalyptus and Floral Fresh variants. The combination of four active ingredients ensures reliable all round WC care. frisch.de Silan Royal Silan Royal fabric softener promises a feeling of luxury and elegance. The Royal Gold and Royal Pearl variants contain high quality fragrance pearls that provide particularly long lasting freshness, giving every wash a wonderful soft feeling and a touch of brilliance and glamor.
11 11 Beauty Care The Beauty Care business sector is active in the Branded Consumer Goods business with Hair Cosmetics, Body Care, Skin Care and Oral Care, as well as the Hair Salon business. In 2012, we generated 45 percent of our sales with products successfully launched onto the market in the last three years. Innovations 2012 Schwarzkopf Color Mask This global innovation is the first Schwarzkopf colorant in a jar. A simple shake produces a creamy texture, like a hair mask. In combination with its vitamin oil complex, the colorant offers the ultimate in deep action care. Right Guard TD5 Cooling Right Guard Cooling combines the patent pending Air Condition effect with highly effective protection against perspiration and body odor. Cooling active ingredients stimulate the skin s cold receptors for a long lasting polar fresh feeling. Syoss Beauty Elixir Absolute Oil The professional lightweight micro oil formula contains precious oils that nourish hair and smoothen its structure without weighing it down. Used before or after washing, or as a styling finish, the Elixir produces a seductive sheen.
12 12 Adhesive Technologies The Adhesive Technologies business sector comprises five market- and customer-focused strategic business units: Adhesives for Consumers, Craftsmen and Building; Transport and Metal; General Industry; Packaging, Consumer Goods and Construction Adhesives; and Electronics. In 2012, we generated 32 percent of our sales with products successfully launched onto the market in the last five years. Innovations 2012 Loctite instant adhesives The three new Loctite variants 403, 408 and 460 are extensively odor free, offer improved moisture tolerance and are suitable for bonding almost any material plastics, metals and even rubber. instantadhesives Loctite Ablestik CDF 200P Electronic devices are getting smaller, thinner and more capable and so are the chips inside. Loctite Ablestik 200P is an electrically conductive die attach film that enables our customers to produce ultrasmall, high performance components in a simplified process. Pattex Power PU-Schaum Pattex PU Schaum is extremely powerful, and also safe and easy to apply. Its improved insulating performance enhances energy efficiency. Thanks to its innovative formulation, it was the first PU foam containing MDI to be released for unrestricted sale in retail following stricter European legislation.
13 13 Our people ONE Henkel many different people As a globally operating company, Henkel employs people from over 120 nations in more than 75 countries. Over 80 percent of our employees work outside of Germany. The highly international character and diversity of our company call for a shared vision and actively lived corporate values as elements that unite us worldwide. The foundations are established by the Code of Conduct, containing our binding behavioral rules, including the principle of equality. Diversity contributes to corporate success We are convinced that diversity at the workplace, characterized by different ways of thinking and working, is an important value and a competitive advantage. Our diversity is represented explicitly in characteristics such as nationality, gender and age/professional experience and can be recognized implicitly in the talents, attitudes, values, knowledge and abilities of all of our employees. It reflects the diversity of our markets and products and enables Henkel to be successful in the long term through better understanding of the market. Our job vacancies are filled solely on the basis of competence, potential and performance. We focus on identifying and eliminating barriers that could restrict individual development opportunities. The found ations for this policy are anchored in the Diversity & Inclusion Strategy, which was approved in Henkel facilitates a healthier work-life balance by offering child care facilities. Here employee Maria Dominguez-Parra and her son Luis at Henkel s daycare center Kleine Löwen (Little Lions) in Düsseldorf. Developing female employees We have continuously increased the share of women in management positions, from a good 26 percent in 2008 to around 31 percent at the end of Henkel holds a leading position among DAX 30 companies in this respect. To further consolidate this position, we have set ourselves the goal of increasing the share of female managers at all levels throughout the company by an average of one to two percentage points each year. We have intentionally refrained from setting a fixed quota here.
14 14 Henkel Innovation Challenge Our global competition for students, the Henkel Innovation Challenge, attracts great interest, including in the key target group of prospective engineers and scientists. We are increasingly appealing to them by expanding assignments to include Henkel technologies and by focusing on innovation sustainability. Our three business sectors now take part in the student competition, which extends to 26 countries on all five continents, using a mentoring program to actively assist the participants. More information about the Henkel Innovation Challenge: Employees by region in % Western Europe 20 % Eastern Europe 19 % Asia-Pacific 11 % Africa/Middle East 11 % North America 8 % Latin America Employees by business sector 19 % Laundry & Home Care 16 % Beauty Care 52 % Adhesive Technologies 13 % Functions Henkel: Top Employer In 2012, we were again successfully positioned in the employer rankings of many countries as an attractive company both for university graduates and for candidates with career experience. The CRF Institute, a research organization in the field of employer certification and employer branding, awarded Henkel first place, naming it Germany s Top Employer for the third year in a row. Henkel offers a wide range of activities and programs to strengthen its good reputation as an attractive employer. Here the winners of the 2012 Henkel Innovation Challenge : Cheung Hoi Fai (left) and Sun Yi.
15 15 Social engagement Social engagement or corporate citizenship has been a special part of our corporate culture ever since our company was founded by Fritz Henkel in In 2011, Henkel set up the Fritz Henkel Foundation. The establishment of the Foundation underscores Henkel s long-term commitment to social involvement that goes beyond its direct business interests. The Foundation efficiently consolidates our activities, especially regarding international emergency aid, global brand and corporate engagement, and support for volunteer work on the part of our employees in Germany through the MIT (Make an Impact on Tomorrow) initiative. A special focus of our social engagement activities is the topic of education. In 2012, our total donations amounted to around 7.3 million euros. Schwarzkopf has carried out courses in seven countries: Brazil, Colombia, India, Latvia, Morocco, Peru and Vietnam. All told, 204 young people have already received this training. More information on social engagement: Shaping Futures Education is a key basic prerequisite for both personal individual development and for society. It is for this reason that education initiatives are among the priorities of our corporate engagement. Schwarzkopf Professional launched the Shaping Futures initiative in India and Peru in November 2010 together with the charitable organization SOS Children s Villages. The goal here is to train young people in SOS Children s Villages in basic hairdressing techniques. In 2012, hairdressers and employees of Schwarzkopf Professional trained young people in an SOS Children s Village in Brazil for four weeks as volunteers. Since 2010, Edicarla (right foreground) from the SOS Children s Village, Maria de Lurdes Carneiro (left), salon owner from Portugal, and Carla Miyata, advisor at Schwarzkopf Academy in Brazil, at a hairdressing training course in Brazil.
16 16 Our Management Board Jan-Dirk Auris Executive Vice President Adhesive Technologies Bruno Piacenza Executive Vice President Laundry & Home Care Hans Van Bylen Executive Vice President Beauty Care Kasper Rorsted Chairman of the Management Board Kathrin Menges Executive Vice President Human Resources / Infrastructure Services Carsten Knobel Executive Vice President Finance (CFO) / Purchasing Born in Cologne, Germany on February 1, 1968; with Henkel since Born in Paris, France on December 22, 1965; with Henkel since Born in Berchem, Belgium on April 26, 1961; with Henkel since Born in Aarhus, Denmark on February 24, 1962; with Henkel since Born in Pritzwalk, Germany on October 16, 1964; with Henkel since Born in Marburg/Lahn, Germany on January 11, 1969; with Henkel since 1995.
17 17 Our performance in 2012 in million euros / restated 3 Sales 15,605 16, % Operating profit (EBIT) 1,765 2, % Adjusted 1 operating profit (EBIT) 2,029 2, % Return on sales (EBIT) in % pp Adjusted 1 return on sales (EBIT) in % pp Net income 1,191 1, % Attributable to non-controlling interests % Attributable to shareholders of Henkel AG & Co. KGaA 1,161 1, % Earnings per preferred share in euros % Adjusted 1 earnings per preferred share in euros % Return on capital employed (ROCE) in % pp Dividend per ordinary share in euros % Dividend per preferred share in euros % 1 Adjusted for one-time charges/gains and restructuring charges. 2 Proposal to shareholders for the Annual General Meeting on April 15, Application of IAS 8 Accounting policies, changes in accounting estimates and errors (see notes on pages 116 and 117 in Annual Report 2012). pp = percentage points
18 18 Share performance Henkel shares showed a very positive performance overall in Over the course of the year, the DAX rose by 29.1 percent to 7, The index for consumer goods stocks the Dow Jones Euro Stoxx Consumer Goods increased 26.0 percent, closing at Against this market backdrop, the price of Henkel preferred shares increased to euros, closing the year 39.5 percent higher on a year-on-year basis. Our ordinary share price likewise posted strong gains, ending the year 38.9 percent higher at euros. As such, our shares performed clearly better than both the DAX and other shares representing the consumer goods sector. For long-term investors, Henkel s shares remain an attractive investment. Since it was first issued in 1985, the Henkel preferred share has generated an average yield of 11.6 percent per year. Over the same period, the DAX provided an annual yield of 7.2 percent. More information about the Henkel shares: Key data on Henkel shares 2010 to 2012 in euros Earnings per share Ordinary share Preferred share Henkel share performance versus market January through December 2012 in euros 65 Dividends Ordinary share Preferred share Market capitalization 3 in bn euros Ordinary shares in bn euros Preferred shares in bn euros Dec. 30, 2011: euros Dec. 28, 2012: euros 1 Application of IAS 8 Accounting policies, changes in accounting estimates and errors (see notes on pages 116 and 117 in Annual Report 2012). 2 Proposal to shareholders for the Annual General Meeting on April 15, Closing share prices, Xetra trading system. 40 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Henkel preferred share Henkel ordinary share (indexed) DJ Euro Stoxx Consumer Goods (indexed) DAX (indexed)
19 19 Contacts Corporate Communications Phone: +49 (0) Fax: +49 (0) Investor Relations Phone: +49 (0) Fax: +49 (0) Credits Published by: Henkel AG & Co. KGaA Düsseldorf, Germany Phone: +49 (0) Henkel AG & Co. KGaA Edited by: Corporate Communications Design and typesetting: mpm Corporate Communication Solutions, Mainz Photographs: Claudia Kempf, Patrycja Mic, Nils Hendrik Müller, Rüdiger Nehmzow; Henkel Printed by: Druckpartner, Essen PR no.: ,000 All product names are registered trademarks of Henkel AG & Co. KGaA, Düsseldorf, or its affiliated companies. Financial calendar Annual General Meeting Henkel AG & Co. KGaA 2013: Monday, April 15, 2013 Publication of Report for the First Quarter 2013: Wednesday, May 8, 2013 Publication of Report for the Second Quarter / Half Year 2013: Thursday, August 8, 2013 Publication of Report for the Third Quarter / Nine Months 2013: Tuesday, November 12, 2013 Publication of Report for Fiscal 2013: Thursday, February 20, 2014 Annual General Meeting Henkel AG & Co. KGaA 2014: Friday, April 4, 2014 Up-to-date facts and figures on Henkel also available on the internet:
20 Henkel Henkel Henkel app: Henkel in social media: annualreport sustainabilityreport Henkel AG & Co. KGaA Düsseldorf, Germany Phone: +49 (0)
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