My Take.....
....Is that Henkel is simply doing some CYA here.
One of the legal implications of the Internet is that any representations made on it can be viewed by almost anyone in the world, with the result that a company's representations on its Website can be construed in court as having legal standing in a country where the company never intended to do business.
In addition, the Internet makes it possible for entrepreneurs to make products available outside a company's intended sales area. That is what is happening with Henkel products; people are making them available in a market where Henkel does not sell those products.
So, Henkel is basically telling people in the U.S.: "Just because you got your hands on some Henkel detergent, and just because you've seen our ads online, that does not mean we intended to sell it to you, and we are disclaiming responsibility for its use outside our sales area. If you try to haul us into court over something to do with our detergent, we are going to show this disclaimer in evidence."
However happy people may be with the Henkel detergents they've gotten their hands on, they should not expect Henkel to accept any responsibility if anything goes wrong, because Henkel never intended to sell those products in the U.S. They aren't submitted to our Federal regulatory agencies for approval, and they aren't indemnified (insured against liability suit) here.
So, that's what this is about.