The new Persil Abaya Shampoo Color Renew:

Revitalize and renew the vibrancy of colored abayas

Dubai, UAE, 24 July, 2023:In a world where fashion is evolving, staying on top of the latest trends can be part of everyday life. And in this evolving world, the abaya has become more than a religious garment, now also making acultural fashion statement by its wearer. Persil, a global pioneer in laundry care, has launched a new product, Persil Abaya Shampoo Color Renew,to cater to the needs of fashion-forward individuals who embrace the beauty of colored abayas. As the first-ever laundry detergent designed specifically for colored abayas, it rejuvenates and revives the vibrancy of abayas with every wash.

The laundry care industry in the GCC has witnessed considerable growth in recent years, driven by rising demand for specialized products tailored to local preferences and cultural needs. Persil, known for its commitment to innovation, has been at the forefront, consistently delivering breakthrough solutions to enhance their customers’ laundry experience.Persil is just one of Henkel’s diverse portfolio of brands, with the German multinational company now being a leader in innovation and sustainability throughout its wide range of products and brands. 

The abaya holds great significance in the region’s cultural heritage, representing grace and modesty. As abaya fashions have evolved over time, more women are confidently embracing stylish and colorful abayas. However, despite increasing popularity,abayas can losetheir vibrant colorand appear dull and faded after repeated washing with regular laundry care products.The team at Persil listened closely to the needs of their consumers and createda solutionto maintain the beautiful originality of these cultural garments.

Persil’s Abaya Shampoo Color Renew is the first laundry detergent specifically designed for colored abayas. The rich formula not only gently cleans but revitalizes the colored abaya’s beautiful colors and fibers, infusing them with renewed luminosity and vibrancy with every wash. Thanks to Persil, consumers can now enter a new rejuvenated era, with abayas looking as vibrant and beautiful as they did on their first wear.

Persil is dedicated to delivering breakthrough solutions to enhance their consumers’ laundry experience, and the Persil Abaya Shampoo Color Renew is a testament to that commitment. Its advanced rich formula consists of a combination of cutting-edge cleansing agents with fiber and color renewal technology, leading to extraordinary results.

What sets Persil Abaya Shampoo Color Renewapart from its competitors?

The Persil Abaya Shampoo Color Renew has emerged as a game-changer in the laundry care industry due to its remarkably rich care formula. By going beyond traditional cleaning to protect the essence of the abayas throughout the washing process, the formulaoffers a luxurious level of care for colored abayas, differentiating itfrom conventional laundry detergents.

1. Color and Fiber Renewal: The Persil Abaya Shampoo Color Renew pushes the boundaries of innovation. It effectively restores vibrant colors and revitalizes even the roughest of fibers, ensuring that abayas retain their original beauty.
2. Long-Lasting Fragrance: The detergent givesan enchanting, long-lasting fragrance to the abayas. The captivating scent lingers throughout the day, enhancing the beauty of the abaya.
3. Gentle Cleansing:Persil’s advanced formula effortlessly removes stubborn dirt particles, ensuring the abaya remains clean and fresh.

“Placing our consumers needs at the center of what we do is instrumental to any new product innovation that Henkel brings to the GCC market”, said Tyrone Gracias, Category Head – Fabric Cleaning & Fabric Care, Henkel Consumer Brands GCC. “Persil’s dedication to excellence and ongoing pursuit of innovation is fundamental in the creation of ground-breaking products. After rigorous concept and product testing with our GCC consumers, it gives thePersil team immense pride to bring a breakthrough product like Persil Abaya Shampoo Color Renew to themarket, so we can better serve our customers and revolutionize the abaya wash segment.”

The Persil Abaya Shampoo Color Renewwill transform thelaundry experience, ensuring colored abayas remain a stunning reflection of the wearer’sstyle and sophistication.Experience the revitalization of bright, fragrant, and beautiful colored abayas with the all-new Persil Abaya Shampoo Color Renew, available now from all leading retailers. Make a bold fashion statement that never fades.

ENDS

About Henkel

About Henkel Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations, and technologies. Henkel Adhesive Technologies is the global leader in the adhesives market. In its Laundry & Home Care and Beauty Care businesses, Henkel holds leading positions in many markets and categories around the world. Founded in 1876, Henkel looks back on more than 140 years of success. In fiscal 2021, Henkel reported sales of more than 20 billion euros and adjusted operating profit of around 2.7 billion euros. Henkel employs more than 52,000 people globally – a passionate and highly diverse team, united by a strong company culture, a common purpose to create sustainable value, and shared values. As a recognized leader in sustainability, Henkel holds top positions in many international indices and rankings. Henkel’s preferred shares are listed in the German stock index DAX. For more information, please visit www.henkel.com

Henkel in the GCC was established in 1998 and has since grown rapidly with over 1,000 employees representing more than 50 different nationalities and building a strong, talented local and multinational work force. In Dubai (UAE) Henkel operates its corporate headquarters as well as two innovation centers for the region and one factory for Adhesive Technologies in Umm AlQuwain. For KSA the company operates one factory for Laundry & Home Care in Riyadh, and two factories for Adhesive Technologies in Dammam.  

Website: www.henkel-gcc.com  

Twitter: @HenkelGCC

About Persil

Persil, a renowned name in laundry care, has been revolutionizing the way we wash our clothes since 1907. As the first self-acting detergent, with a rich history of innovation and dedication to quality, Persil continues to set new standards in laundry care, empowering individuals to enjoy clean and vibrant clothes every day. From detergents to fabric care products, Persil stands as a trusted companion on every laundry journey.

About the Laundry Detergent Industry in the GCC:

The laundry detergent industry in the Gulf Cooperation Council (GCC) region has experienced significant growth in recent years. With a thriving fashion industry and a cultural emphasis on traditional attire, Persil has continuously introduced innovative solutions to address the unique needs of consumers.