• Persil Shampoo’s “Rethink Fashion” movement fosters a more responsible, long-term approach to fashion
• Empowering consumers to save the environment, one garment at a time

Dubai, UAE – 28 October 2024 – The future of fashion is here, and it starts in the laundry room. Persil Shampoo has entered a new era with its bold rebrand as a high-care fabric solution, positioned at the forefront of innovation and sustainability. It is redefining how fabric care fits into the modern, eco-conscious world of fashion. The rebrand comes as a shift towards a future where fashion and fabric care are inseparable – extending the life of garments while reducing environmental impact.

A High-Care Partner to Fashion Sustainability

At the core of Persil Shampoo’s relaunch is its advanced formula, which offers far more than garment cleaning. The relaunched Persil Shampoo is engineered to revitalise all coloured and dark fabrics, ensuring they remain vibrant and long-lasting. This high-care approach signals the brand’s evolution into a lifestyle essential that promotes the idea that fabric care is integral to fashion sustainability.

“Our goal with the relaunch of Persil Shampoo was to create something truly innovative that transforms how people care for their clothes,” said Razik Tiari, Head of R&D Henkel Consumer Brands GCC“This goes beyond cleaning garments. It’s about renewing them, extending their life and reducing the need for frequent replacements. Sustainability and innovation are central to this formula, supporting a more responsible and long-term approach to fashion.”

Long Live Clothes

Persil Shampoo’s rebrand is aligned with its long-standing commitment to sustainability. The new formulas are designed to preserve fabric quality, reducing the wear and tear that leads to premature disposal. The new Persil Shampoo ‘Rethink Fashion’ movement reflects this ethos, encouraging consumers to extend the life of their garments, cut down on waste and embrace a more mindful approach to fashion consumption.

As part of this initiative, Persil Shampoo collaborated with designer Zeynab El-Helw and her sustainable brand Reborn at Dubai Fashion Week. Zeynab El-Helw, Founder of Reborn, a UNHCR partner brand.

Mohamed El Tonsy, Marketing Director of Henkel GCC Henkel Consumer Brands, commented: “Our rebrand represents a significant shift in how Persil Shampoo fits into the lives of today’s fashion-conscious consumers. We’re now talking about a lifestyle product that empowers people to make more responsible fashion choices.”

The Future of Fabric Care

As we rethink fashion for a more sustainable future, Persil Shampoo remains committed to leading the charge by offering innovative solutions that help clothes last longer, reducing the environmental impact of fashion.

For more details on the new Persil Shampoo product range and its role in promoting sustainability in fashion, visit: [https://www.persilarabia.com/en/products/by-form/abaya-shampoo.html]

-ENDS-

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.

For more information, please do not hesitate to contact:

SEC Newgate Middle East

Katja Novakovic or Serena Djamous 

katja.novakovic@secnewgate.ae or serena.djamous@secnewgate.ae

Office: 04 432 1195

Mobile: +971 581085315 or +971(0)588907811