Persil collection boxes placed at a mall in Dammam, Saudi Arabia
Dubai, United Arab Emirates; May 10, 2021: Persil Abaya Shampoo, the leading abaya wash detergent in the GCC manufactured by Henkel, initiated an abaya collection drive at various malls in the UAE, Saudi and Kuwait. Part of the company's Ramadan initiative, the activity was welcomed by the community across the three countries. The public donated their beloved garments that were collected and treated by Persil team before distributing to the needy. Residents had the opportunity to drop their donations into Persil collection boxes, which were placed in each city for six days.
Ahmed Nasser, Henkel's Vice President Middle East & Turkey Cluster – Sales MEA – LATAM –APAC, said: “Acts of charity and abayas are fundamental to the Arab culture and heritage, and we are committed to preserving them. We found that the Holy month of Ramadan, the time of giving, was the perfect opportunity to launch this activity. It enables us to keep our commitment to our customers and the community, and provide a platform for others to do the same. We are grateful that our abaya-wearing community supported our initiative, which was instrumental to its success.
Persil is part of Henkel's Laundry and Home Care business unit. Considered one of the top players in the GCC, the brand introduced Persil Abaya Shampoo to the region that has unique 3D technology which renews faded abayas and keeps them looking new.