JEDDAH — Persil Abaya Shampoo, an abaya wash brand by Henkel, has initiated their “New Beginnings” campaign with Al Bir Charitable Society to help women from low income families establish micro enterprises from inside their homes in order to increase their families' incomes and become self-sufficient in the long term. This initiative is a platform for Saudi women to showcase their talents in the areas they are passionate about. It will further help the less fortunate Saudi women to start their own careers and help them achieve their dreams. The brand has repeatedly proven itself as the Gulf women's ally by providing them the confidence in their life to renew the black radiance of their Abaya. Previously, Persil Abaya Shampoo launched initiatives such as Arwa Abaya, which was a platform for emerging abaya designers. The “New Beginnings” campaign is in line with the brand's objective to help women renew the black radiance of their abaya as well as renew their lives by strengthening and empowering them. Laura Brinkman, Marketing Director for Laundry & Homecare GCC at Henkel, said “we at Persil Abaya Shampoo strongly believe in the potential of these women and are hopeful that with our ‘New Beginnings” campaign we can empower them and provide a platform on which they can pursue their dreams and start a life for themselves and their families.” As part of “New Beginnings” campaign, Persil Abaya Shampoo will donate a part of their Persil Abaya Shampoo sales to Al Bir Charitable Society which will be distributed among women from the Productive Families Programme. Further talking about this initiative the Marketing Director, Laura said, “We are delighted to start the “New Beginnings” campaign with Al Bir. Saudi women have a great potential and right to prove themselves, highlight their talent, and this initiative helps them be a part of the country's economy and development. Persil Abaya Shampoo has always believed in women empowerment and providing women the confidence to shine. We believe that women empowerment needs action on the ground and there is no better way to get started than involving ourselves in such initiatives. It is important to create an inclusive environment aimed at helping women from financially weak families realize their career ambitions.” “Al Bir is excited to work with Persil Abaya Shampoo to help empower women through our Productive Families Program, said Waleed Bahamdan, Secretary-General and General Manager in duty of Al Bir Charitable Society. He further added, “Our mission is to develop charity in a very innovative way consistent with the needs and requirements of the economy. Initiatives such as the partnership with Persil Abaya Shampoo to help the Productive Families will help raise the standards of living for the family members of these low-income families in financial, educational and health aspects. Our main aim is the sustainable development of these productive families which will eventually help them raise the standards of their lives and contribute to the economic stability of our country.” As part of the initiative women will also be provided with training courses to enhance their skill sets in technical and administrative aspects to become better entrepreneurs. This sponsorship between Persil Abaya Shampoo and Al Bir is a contemporary concept focused on creating a long-term effect on the economy by helping women improve their standard of living and by achieving their dreams as entrepreneurs. — SG
