Henkel Consumer Brands Showcases Innovation and Expansion at China International Import Expo 2025

Henkel Consumer Brands Showcases Innovation at China International Import Expo

Shanghai, China — Henkel Consumer Brands is making waves at the eighth China International Import Expo (CIIE) in Shanghai, unveiling a diverse array of hair beauty, laundry, and home care solutions. This year’s exhibition highlights the company’s recent acquisitions, including the Asia-Pacific Shiseido Professional and Greater China Vidal Sassoon hair care lines, as part of its ambitious long-term growth strategy.

Among the standout products showcased are an imported spray from Shiseido Professional and a domestically produced hair oil under the Vidal Sassoon brand, marking the debut of the first Vidal Sassoon-branded hair oil under Henkel. Additionally, the Schwarzkopf brand’s One Push coloring product is also on display, emphasizing Henkel’s commitment to innovation in the beauty sector.

Patrick Zhong, Vice-President of Henkel Consumer Brands Greater China, expressed confidence in the Chinese market, stating, “China is one of the most strategic markets for Henkel Consumer Brands. We aim to leverage the spillover effect of the CIIE to swiftly transform our exhibits into commodities and introduce innovative solutions tailored to local consumers.”

Prior to the expo, Henkel received personalized consultation from the Shanghai Food and Drug Administration to facilitate the launch of its Shiseido Professional hair spray, ensuring a smooth entry into the competitive Chinese market.

Strategic Expansion and Innovation

With over 50 years of experience in the Chinese consumer market, Henkel has significantly expanded its footprint in the hair beauty, laundry, and home care sectors. Zhong emphasized the importance of optimizing market strategies, stating, “We’re not waiting for opportunities; we’re proactively adjusting our market layout to adapt to the evolving landscape.”

Recent strategic acquisitions, including the addition of Shiseido Professional in 2022 and Vidal Sassoon in 2024, have allowed Henkel to enhance its product portfolio and meet the rising demand for high-quality hairstyling services in China. “These acquisitions create a robust product lineup that addresses diverse consumer needs in both Western and Asian markets,” Zhong noted.

In a bid to solidify its presence, Henkel also acquired Suzhou Boke Biotechnology in March, expanding its production capabilities in China. The company has invested approximately 100 million yuan ($14.03 million) to establish the Asia research and development center in Shanghai, which is set to bolster local R&D capabilities in hair beauty and home care.

Building Partnerships and Talent Development

Henkel is committed to fostering mutually beneficial relationships with its partners, including distributors, retailers, and salons. Zhong highlighted a transformative approach, shifting from a traditional “buy-sell” model to a more collaborative “sell-buy” strategy. “We aim to guide consumers into a lifestyle, creating a growth-oriented ecosystem,” he explained.

Looking ahead, Henkel plans to reintroduce the renowned Vidal Sassoon Academy in Shanghai, aiming to elevate the hair beauty industry in China. Zhong expressed a vision for training passionate hairstyling professionals, emphasizing the need for higher education and trust within the industry.

As Henkel Consumer Brands continues to expand its footprint in China, it remains steadfast in its “in China, for China” strategy, poised for greater achievements in the dynamic market landscape.