Original Oud Gives Abayas a Traditional Fragrance

Persil has been at the forefront of innovation over the last 100 years. Throughout the years, the nature of stains has changed but Persil has continued to lead technical invention to deliver the best cleaning results to keep the colors bright, the Abayas black and the Thobes whiter-than-white.

With a product to suit every consumer need, Persil offers a unique innovation that helps consumers to explore and live life to the full, no matter how dirty the clothes get in the process. Thanks to this innovation, consumers trust Persil to provide the unbeatable cleaning that gets their clothes clean and brighter first time and every time.

Continuing this legacy, Persil Abaya Shampoo, a one-of-its-kind innovation from Henkel specialized for the Abayas, now comes with a new and original Oud fragrance which is set to belie even the most optimistic expectations. Developed by global perfume experts, the new variant is set to take the laundry industry by storm.

Due to its revolutionary German black renew technology, Persil Abaya Shampoo renews the radiance of the black and maintains its fabric feel, thus offering a fresh lease of life to Abayas. It also leaves a long lasting unique fragrance to the Abaya.

The Persil Abaya Shampoo with the Original Oud fragrance, launched exclusively for the GCC consumers by Henkel Arabia, comes with a smell that has an emotional and traditional appeal as Oud is commonly used as a welcome fragrance across the region.The new variant comes after the success of Persil Abaya Shampoo over the last six years since its launch.

The Persil Abaya Shampoo from Henkel extends a totally unique experience to Abaya users and comes close on the heels of a customer survey which revealed the demand for long-lasting fragrance in Abayas as also the preference for Oud among the customers. The survey revealed that nearly 43% of respondents were looking for an Abaya shampoo that is long lasting, and a vast majority – 29% of those preferred Oud as the chosen fragrance.

“The Abaya has a very important role to play in our societies and so does the Oud – both have a strong association with our day-to-day lives. The new Persil Abaya Shampoo with Oudh as been developed to care and renew the Black Colour of the Abaya, and to ensure it always looks distinguished and elegant with a fragrance which is a regional favorite,” said Lisa Tohme at Henkel Arabia.

“As a leading name in the regional Abaya fashion milieu, we understand the need for a detergent that offers the perfect cleanliness as well as total care for the Abayas, apart from maintaining its radiance visible for long,” added Tohme.

Persil Abaya Shampoo has garnered over 60% market share since its launch in 2008. The launch completely revolutionized the laundry experience for Abayas as research revealed that nearly 50 per cent of Abaya users were found using wrong cleaning agents to wash their Abayas – ranging from powdered agents to hair shampoos to even dishwashing liquids.

It is no secret that the powdered detergents cause irreparable damage to the colour and fabric of the Abayas while the fabric softeners are not impressive cleaning agents. Persil Abaya Shampoo provided that soothing touch to the fabric, while enhancing the cleanliness to new levels, thanks to its technology.

Now, with the Persil Abaya Shampoo with Oud-fragrance, the company has offered the most convenient, clean and simplified laundry experience to consumers!

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of 16,510 million euros and adjusted operating profit of 2,335 million euros in fiscal 2012. Henkel’s preferred shares are listed in the German stock index DAX.

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