When writing copy for product detail pages (PDPs) on the Henkel Adhesives Digital Engagement & Conversion Platform (DECP), the aim is always to be consistent and clear, while including all necessary technical info. Our tone of voice is open, educational and honest.
All elements on a PDP have their purpose. See a PDP here and the list below to understand what’s what.
- Only show ® in base product name, long description and meta title (not visible on PDP but maintained in PIM).
- Only use ® the first time the product is mentioned.
- Always use the full product name e.g., LOCTITE UV Flood System not LOCTITE UV flood system (incl. ® in base product name, long description and meta title)
- For 'Included in the box', cap up the initials of the named product only, and put the number of each item in brackets.
- Add ® for the Technology Cluster brands in all countries.
- Don’t use & or + in place of ‘and’
- Avoid using Henkel abbreviations, e.g. VRM – instead use ‘automotive repair and maintenance’
- Never add ‘The’ before a product name, e.g., ‘LOCTITE UV Flood System, not ‘The LOCTITE UV Flood System’
Product tagline
- Use maximum 80 characters incl. spaces
Short description
- Always add a full stop at the end of the short description.
- If relevant, use ‘1-part’ and ‘2-part’ here (not one-part, one-component, 1-component).
Long description
- Use ® when mentioning any product name for the first time
- Add ® for all trademarked words, such as CERAN®, FREKOTE®, etc. Also please consider whether any word is trademarked in your local legal entity, e.g., Freinfilet® in France.
- Always add a full stop at the end of the long description.
USPs:
- Maximum 5 USPs for global master
- 1 additional USP allowed for localization, e.g. locally specific certifications
Product tagline
- Don’t mention the product name
- Don’t end with a full stop
- Don’t mention ‘1-part’ / ‘2-part’ if possible (add in short description)
Short description
- Don’t mention the product name
Long description
- Don’t use ® when repeating a product name
USPs:
- Don’t include URLS/redirect here, e.g. to FEA overview
- Don’t end with a full stop
- Consider en_GL as master content
- Always include metric (imperial), except in the product name, e.g. 150 mm (5.9”)
- Always add data from Excel/Word. Never copy and paste from search results as it breaks the formatting in PIM excel
- Add a space before the unit for all metrics except inches and temperatures. It should be, e.g., 7 m, 31.4 kg, 33 N/mm², 50% rh, 1,6 MPa, 125 psi, 100 %
- Use a decimal point for all English content, e.g., 1.2 kg. For localization, please change to a comma if relevant, e.g., 1,2 kg.
- Quantity in package, use, e.g., 50-pack, 12-pack, 4-pack, pack of 12
- Use, e.g., 100-watt, 9-pin, 20-VAC, 100 V
- Mention the Registered Trademark of others, e.g. Ceran®
- Don’t include imperial equivalent if a metric is part of the product name, e.g. Benchtop 300ml Cartridge Pusher.
- Don’t add a space between the number and “ for inches. It should be, e.g., 1.5”
- Don’t add a space between the number and °C or °F for temperatures
Always have Celsius first, and then Fahrenheit in brackets. For example:
- 225°C (437°F)
- Operating range -53°C to 225°C (-65°F to 437°F)
- Temperature resistant up to 100°C (212°F)
- Flexible bonding with 10% elongation @25°C (@77°F)
- Heat-curable at low temperatures 80°C (176°F)
- Don’t add a space between the number and °C or °F
- Don’t delete either of metrics when localizing. Always include both.
Use the following:
- “ [For inches]
- ft [feet]
- mm [millimeters]
- cm [centimetres]
- oz [ounce]
Example:
- For threaded fasteners over 22 mm (7/8") diameter; Conveyor speed is variable ranging from 100.6 cm to 701.04 cm (3.3 ft to 23 ft) per minute; Contains 0.25 mm (10")
- Don’t forget to add a space between the number and the metric, except with inches. E.g., 7 cm / 7”.
Use the following:
- Seconds = seconds
- Minutes = minutes, minute
- Hours = hours, hour
- Weeks = weeks, week
- Months = months, month
Examples in context:
- Cures in 10-20 seconds [For ranges, use format with hyphen and no spacing inbetween]
- Has a 4-minute pot-life
- Don’t use abbreviations at all, ever!
- Use pot-life when referencing open time / working time
- Reference skin formation time if it’s short or relevant for the working process
- Use the product name for meta title.
- Use the product tagline copy for meta description
COMING SOON
COMING SOON
COMING SOON