Jul 15, 2015  Riyadh / Saudi Arabia

Social progress in Saudi Arabia

Persil Abaya initiates “New Beginnings”

This year during Ramadan, Henkel’s Laundry & Home Care business unit in the Gulf region (GCC) initiated a campaign with its liquid laundry detergent Persil Abaya Shampoo to empower women in need. The “New Beginnings” campaign helps women set up their own microenterprises and improve their standard of living.

Persil Abaya Shampoo’s corporate social responsibility campaign “New Beginnings

Persil Abaya Shampoo’s corporate social responsibility campaign, “New Beginnings”, empowers women by helping them set up their own businesses within their homes.

Persil Abaya Shampoo protects the Abaya’s blackness

With its black color-lock technology, the Persil Abaya Shampoo protects the Abaya’s blackness.

For most women in the Middle East, the Abaya – a loose-fitting, full-length overgarment – is an important piece of clothing. The Abaya is a traditional garment which can be fashionable, and it is handled with a lot of care. In 2008, Henkel launched a liquid laundry detergent specifically for Abayas, Persil Abaya Shampoo. With its black color-lock technology, the detergent ensures that the garment maintains its blackness, while simultaneously protecting and cleaning the fabric.

During this year’s Ramadan season, Henkel initiated a campaign called “New Beginnings” in Saudi Arabia. For every bottle of Persil Abaya Shampoo sold, a certain amount of money goes to the Saudi Arabian charity organization Al Bir. Its “Productive Families” program helps women from low-income families establish microenterprises which they run from their homes. “We strongly believe in the potential of these women. With our ‘New Beginnings’ campaign we want to empower them and provide a platform on which they can pursue their dreams,” says Laura Brinkmann, Head of Marketing for Laundry & Home Care GCC.

This year’s campaign was launched with the help of social media platforms, TV commercials, and greater store-visibility for the product in the GCC region. Persil Abaya Shampoo has already supported past initiatives that strengthen and empower women, helping them renew their lives. In 2014, for example, the digital campaign “Arwaa Abaya” supported young Abaya-designer talents.