Henkel UK & IRE appoints Cherish PR as Laundry & Home Care agency partner

Henkel UK Ltd, the global FMCG company behind well-known brands such as Jeyes, DYLON Colour Catcher, Schwarzkopf, RightGuard, Pritt and Sellotape, has appointed Cherish PR, to manage the PR for its Laundry & Home Care business in the UK & Ireland.

Cherish won the competitive pitch to land the account and will act as the laundry and home care division’s retained agency, running its UK and Ireland press office, as well as brand activations. Responsibilities include media relations, influencer collaborations, events, product launches, partnerships, and creative campaigns, whilst also helping to raise awareness of the division’s sustainability and responsibility initiatives.

Headquartered in Düsseldorf, Henkel operates worldwide with leading innovations, brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies.
Henkel’s UK Laundry & Home Care business comprises a diverse portfolio of brands that Cherish PR will manage including; Bloo, Jeyes, DYLON Fabric Dyes, DYLON Colour Catcher, Oust Descalers and Vapona, along with a range of other niche, specialist brands. 

Commenting on the appointment, Nikki Vadera, Marketing Director at Henkel Laundry and Home Care, says: “Our aim is to take on the laundry & home care market and drive growth with breakthrough, disruptive and innovative products and communications.  We want to challenge and break traditional stereotypes and use targeted and tailored communications and activations to grab consumer attention. Cherish PR has shown a strong understanding of our business needs and we believe it is the perfect partner to help us achieve these goals in 2019.”

Cherish PR is an independent communications consultancy at the heart of the digital economy. Established in 2003, Cherish PR works with the world’s leading innovative businesses, challengers and disruptors to shape their PR for the mobile and digital age.

Rebecca Oatley, Managing Director at Cherish PR, says: “We are delighted to have been appointed by Henkel and thrilled to be working alongside the laundry and home care team as they embark on this exciting new chapter. Henkel perfectly complements our existing portfolio of clients including Wix.com, Spoon Guru and Laundrapp, that are looking to disrupt in the UK market with innovative products and services.”

Cherish PR will also work closely alongside Henkel’s media and social agencies, Wavemaker and Buzz respectively.