The optimal omnichannel customer experience for a global umbrella brand

How Henkel scaled brand consistency and innovation for an omnichannel presence.






Years with CoreMedia

Henkel Building
Consistency across all brands, markets and countries.

From hair care products and colorants to detergents and cleaning agents, adhesives, sealants and functional coatings - Henkel's portfolio is extensive and diverse. Founded in 1876, the company is known for its focus on quality, commitment to sustainability and its continuous pursuit of innovation. Digital accessibility, continuity and user-friendliness across all markets and brands are crucial to the success of the brand presence. 

Since 2013, Henkel has relied on CoreMedia's CMS and DXP solutions to reduce complexity and ensure the best omnichannel experience for its consumers and customers. As a CoreMedia Platinum Partner, Babiel has been working in close partnership with Henkel since the beginning of the project to realize the concept and technical implementation.  

Henkel website
Increased efficiency through centralized omnichannel content management.

Henkel's diverse product and brand portfolio requires a customized and consistent customer experience. With the CoreMedia Content Cloud, Henkel has a platform that combines central maintenance with individually designed, local websites. 

The platform is based on a modular system that enables Henkel to manage all content in a central content pool and efficiently reuse and adapt it for various brands, markets, and channels. In addition to the main corporate pages, campaign websites such as the Henkel Researcher’s World and the Henkel Timeline can also be centrally managed using the flexible setup, ensuring both consistency and individuality. 

In addition, content from all channels and external sources can be integrated into the platform, making the CMS a versatile content hub.


Real-time publishing processes.

CoreMedia's sophisticated localization workflows enable Henkel to publish dozens of language versions in real time. Content is created once and can be reused, adapted and deployed as quickly as needed across all regions and countries via a single solution. Local nuances and cultural preferences can be adapted without slowing down processes. 

"One of our most important goals was to quickly publish new content in new markets," says Martin Schönfeld, Head of Digital Platform and Technology Management at Henkel. "With CoreMedia, the global distribution of quarterly figures, time-critical announcements or stock market-relevant information has evolved from a manual task to an efficient process that can be carried out in real time." 

A global brand transformation made easy.

In 2022, Henkel strategically developed and redesigned its international brand identity. The new Henkel design combines flexibility, diversity and dynamism with simplicity and clarity and, above all, is intended to strengthen the recognition value of the corporate brand worldwide. Thanks to CoreMedia's flexible frontend architecture, the new brand appearance could effortlessly be updated across all websites.

"The separation of design and content within the CMS system made the redesign of the global Henkel brand easy for us," adds Martin Schönfeld, Head of Digital Platform and Technology Management at Henkel. "The short implementation time was stress-free, and updating various websites and formats went smoothly, allowing our teams to focus 100% on communication."  


Henkel website

State of the Art for over 10 years - without a technical relaunch

Early on, Henkel recognized the importance of constantly adapting to the changing customer journey in a globalized and digitized world. Technical updates should never be obstacles, and the adaptability of the setup is crucial. The modular system allows for central maintenance and technical advancement, aligning with the latest technology standards. "With CoreMedia, the technical setup is no longer a limiting factor for launching a new website. On the contrary, CoreMedia's latest technology standards enable us to launch websites faster than ever before and prepare us for the future," adds Martin Schönfeld, Head of Digital Platform and Technology Management at Henkel.

Simple solutions

Content management system

Compelling content. 

Content management is a joy when functionality just works. Publish, repurpose and localize content across your digital channels. Visualize how your content will look with instant preview across devices and campaign scenarios.

Content management system

(Hybrid) Headless CMS 

Flexible and scalable.   

The freedom to innovate with hybrid headless architecture. Fully accessible code and over 150 pre-built connectors give developers the freedom to adapt and customize our DXP to create the perfect toolkit for you.

(Hybrid) Headless CMS

Personalized Content Marketing 

Relatable, relevant content.  

Leverage your customer data to create unique, relevant experiences that keep customers coming back for more.

Personalized Content Marketing

Our team of experts are your team of experts

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What you’ll get

  • Explore key features relevant to you
  • See how businesses like yours have grown with CoreMedia
  • Guidance on changing platforms like a pro
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Smart Content Management Dynamic Content
Smart content management

Surprise and delight customers with iconic content everywhere, all the time.

  • Preview in-context before publishing
  • Unlock the power of your teams with workflow and scheduling
  • Keep it compliant with built-in DAM
Personalized Experiences
Personalized experiences

Nurture customers with personalized experiences at every opportunity.

  • Omnichannel customer targeting
  • Link customer data platforms to leverage audience insight
  • Integrate artificial intelligence driven hyper-personalization
Real-time Conversations Omnichannel
Real-time conversations

Convert visitors into buyers with conversational experiences, contextual content and a human touch.

  • Guide customers through their buying journey using video shopping, chatbot, live chat and more 
  • Manage all calls and gain insights into interactions from web to contact center
  • Prioritize contacts and let high-value users talk to real people, to maximize ROI
Inspirational Commerce Guided Selling
Inspirational commerce

Grow your business by connecting the buying journey and converting sales.

  • Built-in connectors for Salesforce, SAP, HCL, Elastic Path, Spryker and more
  • Integrate live product feeds at a global scale
  • Turn rich media into one click shoppable content 

Elevate your digital experiences.

Choosing a CMS is a big decision. We’re here to help. Leave your details for a personalized consultation on how CoreMedia can tame the complex and help you realize your digital ambitions.


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Digital channels

Do you have a well-coordinated, multi-channel presence?

Yes, our content is everywhere all the time! Some is and some isn't. No, our content and data is all over the place.

Content teams

Are your content teams aligned, working together across departments and countries?

Yeah, we're like a well oiled machine! Kind of, but we still waste a lot of effort. No, the left hand doesn't know what the right is doing.

Data tools

Are your content, commerce and customer data tools integrated into a single toolkit?

Yes, we've got everything we need in a single software tool! Not really, we use multiple tools but they're not integrated. Defnitely not, our systems don't talk to each other at all.

Asset management

Is your brand content, product info and customer data all stored in one secure, globally accessible place?

Yes, we've got tight control of all our content and data. Some is and some isn't. No, our content and data is all over the place.


Can you merge brand content with commerce?

Yes, we seamlessly integrate ecommerce with our rich media content. We have commerce and rich content on the same sites, but they're not really integrated. No, our storefronts are completely separate.

Omnichannel marketing

Are your customer experiences seamless across desktop, mobile, apps and all other channels?

Yes, we are everywhere our customers need us to be! We have a good spread of channels, but not exhaustive. No, we focus mainly on desktop websites.


Can you update campaign content and product info across all your sites in minutes?

Yes, we can update our whole web estate at the touch of a button. It's ok, but could be faster. No, it takes an age to update all our sites.

Global control

Do you have global control of your content, with the flexibility to cater for local differences?

Yes, we can localize all day long without compromising global standards. Some control, but could be better. No, our content standards vary with no global oversight.

Personalized content

Can you personalize content so that your customers feel your sites are created just for them?

Yes, our content has the personal touch! Some personalization, but room for improvement. No. What's personalization?

Artificial Intelligence

Are you tapping into the power of artificial intelligence to turbo charge your customer experiences?

Yes, we're right at the leading edge of AI driven personalization! Not quite, but we're making plans. No, we don't trust robots!


Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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