Henkel
Henkel AG manufactures, distributes, and markets Persil in Germany, Poland and most of Europe, Egypt, Lebanon, Saudi Arabia, Syria, the United States and Canada.
Henkel markets Persil under the name "Dixan" in Greece, Italy and Cyprus; and under the name "Wipp" in Spain and China. In Belgium, where both Henkel's Persil and Dixan can be found at major retailers, the Persil brand name is given priority by Henkel in its marketing. Henkel sells its Persil formulation in France under the name "Le Chat", as Unilever owns the licence to the Persil trademark in that country.
For a time, upscale German appliance manufacturer Miele acted as a direct importer of Henkel's Persil products into Canada and the United States, where they could be purchased only at licensed appliance dealers. It was marketed as a premium German detergent that was the "officially recommended" detergent for its washing machines. Due to this exclusive import agreement and specialty positioning at appliance dealerships, it retailed for up to $40/box in Canada. It was later replaced by Miele's own brand laundry products.
In April 2007, Henkel announced a global relaunching of the Persil brand and packaging to mark its 100th anniversary. Persil's other sub-brands (Le Chat, Dixan, and Wipp) were to be redesigned shortly afterward.
Persil was introduced to Mexico in 2011.[7]
In March 2015, Henkel introduced Persil ProClean in the United States, a line of premium detergents available in Power-Liquid, Power-Caps and Power-Pearls. It was initially sold exclusively at Walmart stores.[8]
In June 2016, Henkel acquired Sun Products, the manufacturer of Wisk, and soon discontinued Wisk and replaced it with Persil.[9]
Persil ProClean was released in Canada in 2016. Power Pearls and liquid are available, including a Canada-only cold water liquid version. Caps are also available.[10] In the United States, Persil is sold in liquid and pack form.[11]
Unilever
Unilever markets Persil in the United Kingdom, Ireland, France, Latin America (except Mexico), Malaysia, Singapore, China, and New Zealand (but not Australia) since acquiring rights to the brand (one of its first such acquisitions) in 1931. (The "Small and Mighty" product line—a highly concentrated liquid detergent formulation—is found only in these markets.) Unilever also sells Persil in France. In this market, the brand focuses on "natural" ingredients and "skin-friendly" formulations.[12] Persil, Skip, Breeze, Surf, Ala and Rinso serve as the local version in these markets of Unilever's other international detergent brand Omo.[13]
In 2007 Unilever launched its new Persil Small and Mighty variant in the UK and Ireland. A 2013 update showcased a new design of bottle that enabled consumers to use the flexible plastic ball as a measurer and stain removal pre-treatment device. The ball was contained in a circular cutout in the centre of the bottle and simply filled and placed directly into the drum. As it was made of soft heat resistant plastic, it could be washed with the laundry and make no banging noises. This campaign was launched with the tagline "For whatever life throws".[14] The bottle was redesigned in 2020 to include recycled plastic and the dosing device removed.
