Four Henkel products winners: Product of the Year™ 2021

Awards for all®, Schwarzkopf®, Snuggle® and Persil®

Consumer Brands Mar 3, 2021
Congratulations to Snuggle® SuperCare™ Scent Booster, Schwarzkopf® Color Boost, all® free clear pure and Persil® ProClean® OXI Power Discs™ for winning POY in their respective categories!

POY 2021

United States

Product of the Year™ (POY) USA is the world’s largest consumer-voted award for product innovation. Each year, POY accepts entries for new consumer products that demonstrate advancement within their industries. The POY USA seal is backed by a survey of 40,000 people by Kantar.

Congratulations to all® free clear pure, Schwarzkopf® Color Boost and Snuggle® SuperCare™ Scent Booster for winning POY USA in their respective categories!

all® free clear pure – Winner in “Green Laundry” category

all pure

Who says “going green” needs to be expensive and come with a performance deficit? Now you can have it all, with all® free clear pure! From America’s #1 sensitive skin detergent brand, all® free clear pure is a 99% USDA Certified Biobased detergent that uses a multi-enzyme formula to deliver a powerful clean while still being gentle on the skin. Its biodegradable formula meets the safer product standards of the U.S. EPA Safer Choice Program, is 100% free of perfumes and dyes, and as always, is phosphate free. The best part about it all – it costs about 20% less than the leading Eco Free Clear detergent brand!

“We are proud that all® free clear pure was selected as a 2021 Product of the Year™ winner,” said John Chestnut, Sr. Brand Manager all® free clear. “The all® brand’s expansion into the fast-growing Eco segment is important to the brand’s growth strategy, and we believe the product delivers tremendous value for the Eco consumer.”

Schwarzkopf® Color Boost – Winner in “Hair Color” category

Schwarzkopf® Color Boost

Schwarzkopf® Color Boost is the brand’s first customizable color-vibrancy booster that boosts color, adds new tones to hair and is free from ammonia, peroxide and alcohol. Incorporating Color Boost into a favorite conditioner in between full colorations achieves show-stopping color with 1 – 5 drops.

“It’s such an honor to have Schwarzkopf® Color Boost recognized as a 2021 Product of the Year™ Award winner in the Hair Color category,” said Monika Karas-Pfneiszl, Marketing Director Hair, North America at Henkel Beauty Care. “In a heavily saturated market, we’re thrilled to have earned the distinctive Product of the Year™ seal that’s backed by the votes of over 40,000 consumers. We’re grateful to have such an influential tool that we can leverage in our marketing efforts to help guide shoppers to our new innovation that’s topping the category.”



Snuggle® SuperCare™ Scent Booster – Winner in “Laundry Enhancer” category

Snuggle® SuperCare™ Scent Booster

New Snuggle® SuperCare™ keeps clothes looking newer longer vs. leading value liquid detergent alone, protecting the clothes you love with specially formulated technology that helps prevents colors from bleeding onto other clothes and color fading.

“We are honored that Snuggle® SuperCare™ Scent Boosters have been named a Product of the Year™ winner in the Laundry Enhancers category this year,” said Caitlin Kell, Marketing Director – Snuggle. “The Scent Boosters introduced an innovative technological benefit to this segment, and we are excited that consumers have taken notice and seen results. We are so proud to receive this award after a truly collaborative effort by our team to bring this product to market.”

Check out the full list of 2021 POY USA winners here.


The annual Product of the Year™ (POY) Canada Awards are designed to provide a trusted resource to easily guide consumers to the best new products on the market. In a nationally representative survey of 4,000 people by Kantar, 27 winners were chosen.

Congratulations to Persil® ProClean® OXI Power DISCS for winning POY Canada in the “Laundry Detergent” category!

Persil® ProClean® OXI Power Discs™ – Winner in “Laundry Detergent” category

Persil® ProClean® OXI Power Discs™

The Persil® ProClean® OXI Power Discs™ laundry detergent capsules combine concentrated OXI Power technology, long-lasting freshness and fibre care to deliver an exceptional deep clean. Consumers can simplify their laundry routine with no fuss, easy-to-use Discs™ for truly outstanding results.

“We are ecstatic that Persil® ProClean® OXI Power DISCS™ has been named a Product of the Year™ Canada winner in the Laundry Detergent category this year,” said Shery Hanser, Marketing Director, Laundry & Home Care. “This is an amazing accolade based on actual consumer votes. It is a great testimonial to the Oxi Power + Deep Clean technology of this product. We are proud to receive this award, and we congratulate the entire team behind bringing this product to the market.”

Find out about all of the 2021 POY Canada winners here.

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Anyone who successfully manages brands over generations needs the right balance of tradition and innovation. By understanding change, we can shape the future. This is also reflected in Henkel's corporate purpose: “Pioneers at heart for the good of generations”.