JEDDAH – The color of garments and clothes, including abayas – through the process of wear & tear and exposure to UV radiation from sunlight – fades. However, new technologies and solutions offer remedies and protection to maintain the color of the clothes. Among them is a German technology product from Henkel which reaffirmed its position as the number 1 choice for total abaya care in the GCC, offering perfect cleanliness and black color protection, wash after wash. According to research, nearly 50 percent of consumers were found using wrong cleaning agents to wash their abayas – ranging from powdered detergents to hair shampoos. It is no secret that powdered detergents cause irreparable damage to the color and fabric of the abayas while the fabric softeners are not good cleaning agents. In a one-of-its-kind consumer engagement initiative, Persil Abaya Shampoo underlined its credentials through testimonials by thousands of women across the Arab region. GCC women were given the opportunity to give their testimonials about the product. In their testimonials, they emphasized the advantages of using Persil Abaya Shampoo over the last one year and how their Abayas still look as black as new. “It has been over a year since I bought my abayas, and thanks to Persil Abaya Shampoo, my abayas look as black as new. The fabric texture is as soft as it was when I bought them. Protecting the blackness of the Abaya and the fact that it keeps it as good as new after every wash, besides safeguarding the fabric feel. “Henkel's unique product attributes are central to our mandate to extend new product experiences, developed at the heart of consumer's local needs and trends. The Persil Abaya Shampoo comes with the latest German product innovations for the benefits of the Arab women and offers unmatched advantages for women in the region. The Persil Abaya Shampoo offers the perfect level of Abaya black color and cleanliness, retention with its revolutionary German technology ‘black color lock', protecting the blackness of the abaya and keeps as good as new after every wash, besides safeguarding the fabric feel and leaves the abaya with a long lasting fragrance. The testimonials and our Black Meter results are powerful endorsement and evidence of our world-class product offering. This is testament to our efforts to create and maintain strong brands,” said Memosh Khawaja, General Manager of Henkel Saudi Arabia. — SG
