Henkel leverages TV, digital work for in-store purchasing

Consumers are influenced by social media and digital platforms, but for heavy products such as soaps and detergents, most purchases are still going to take place in a retail location, said Kasper Rorsted, Henkel's chief executive. Henkel's ad budget focuses on TV for traditional soap products but is going digital for youth cosmetic brands "because that's the only way you can engage with that group," said Rorsted.

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