Don't look for dirt on The Dial Corporation. The company has built a business keeping itself and its customers squeaky clean and smelling as fresh as a daisy. The manufacturer boasts one of the top-selling soaps in the US and counts several leading brands in each of its two core product segments: laundry and home care (with product names Purex, Zout, 20 Mule Team, Combat, Soft Scrub, and Renuzit) and beauty and personal care (with its Dial soaps, bodywashes, and hand sanitizers; Tone, Coast, Dry Idea, Soft & Dri, and Right Guard). Dial, a subsidiary of Henkel KGaA since 2004, is known for its "Aren't You Glad You Use Dial?" slogan, which was first used in 1953.
Despite a downturn in the economy and consumers continuing to monitor their budgets, Dial has helped its parent Henkel maintain its worldwide growth. Dial, along with brands Schwarzkopf and Fa, has contributed more than 70% of parent Henkel's sales in the cosmetics/toiletries segment in recent years. Dial has been busy rolling out new products in North America. The company successfully launched and expanded its Dial NutriSkin body care, as well as brand extension Right Guard Total Defense 5. It has spent years helping its Right Guard brand get a foothold in Germany and Eastern Europe and was able to quickly positioning itself among worthy rivals. In 2011 it introduced Right Guard Xtreme Dry and Xtreme Sports high-performance deodorants. Also, an increase in sales from Dial's laundry sector helped to bolster Henkel's bottom line. Henkel points to emerging regions, such as Eastern Europe and Africa/Middle East, for noteworthy sales gains in the laundry sector.
Dial boasts an impressive products portfolio through several years of strategic acquisitions. Dial bought Gillette's Right Guard, Soft & Dri, and Dry Idea brands from Procter & Gamble (P&G) in 2006. As part of P&G's acquisition of Gillette, P&G was forced to find a buyer for its competing deodorant brands. A beneficiary of their union, Dial these three top brands to its lineup. The deodorant acquisition placed parent company Henkel among the top three suppliers in the US deodorants market. – less