Persil calls aspiring abaya designers to join Abaytik Stylik Winners can win scholarships at French Fashion Institute ESMOD Dubai

Relaunches 2in1 Abaya Shampoo with a more premium look

Persil Abaya, the leading abaya wash detergent in the GCC manufactured by Henkel, launches a self-expression campaign for abaya lovers titled Abaytik Stylik (Your Abaya, Your Style), in conjunction with the re-launch of its 2in1 abaya shampoo.

Abaytik Stylik encourages budding designers to showcase fashionable abaya sketches and get a chance to win scholarships. Selected winners will have the opportunity to attend online certificate programmes at French Fashion Institute ESMOD Dubai, and be featured in fashion e-magazines. Those who are not into designing can also win other money can’t buy rewards.

Ahmed Nasser, Henkel’s Vice President Middle East & Turkey Cluster – Sales MEA – LATAM –APAC, said: “Empowering women is a core value that Persil Abaya Shampoo adheres to.  We aim to recognize and encourage regional talents to explore their creativity and further develop their career. With abaya fashion continuing to evolve as an industry and the potential we see from women in the GCC, the Abaytik Stylik initiative will provide them with a platform to help hone their skills.”

To join Abaytik Stylik, one must register interest on https://arabia.woop.world. Participants will go through a fun, educational journey to unlock rewards. They get to receive abaya care tips and understand the need for specialised detergent, and take part in exciting activities where they could win discount vouchers, opportunity to engage with their favourite abaya-wearing fashion influencers, and more.

Designed specially to provide special care for abayas, Persil Abaya 2in1 Shampoo features two powerful ingredients that can protect the color and soften the fabric while keeping the abayas fragrant. The premium range is innovative and high performing with its superior German technology trusted for complete abaya care, and available in two scents: Rose scent and French Perfume.

“We listened to consumers and learned about their evolving needs and habits. While abaya shampoos still hold a significant percentage of consumers’ wash basket in the region, customer satisfaction is important for us. Hence developing a product that serves not only purpose, but two: black color protection and the fabric softness. With the 2in1 range, we aim to please,” added Nasser.

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 – across all industry segments worldwide. 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 2018, Henkel reported sales of around 20 billion euros and adjusted operating profit of around 3.5 billion euros. Henkel employs more than 53,000 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.