Henkel launches revolutionary laundry innovations in GCC

Published December 22nd, 2009 - 10:01 GMT

Henkel, a Fortune 500 company & the most admired company in Germany, has a vision to make people’s lives easier, better and more beautiful. With its home care, personal care and adhesive technologies, today in a glitzy ceremony in Dubai, announced the launch of its revolutionary laundry innovations in the GCC for the first time ever.


The new Persil liquid detergent for white thobes and Persil Starch spray from Henkel are revolutionary laundry products launched exclusively for men’s laundry, fulfilling their needs in an effective manner and offering the most convenient, simplified laundry experience ever.


The new innovations by Henkel are unique in more ways than one, primary being the fact that it is the 1st ever laundry range for the Arabian men. This new products are expected to boost market leadership for Henkel in the GCC, which has made a mark across 125 countries with its brands and technologies.


Talking about the new products, Memosh Khawaja, General Manager of Henkel Saudi Arabia, said: “Persil liquid detergent for white thobes and Persil starch spray are new revolution in the laundry category, fulfilling the needs of both men and housewives in a far effective manner. This new launch by Henkel is a continuation of our long-standing philosophy to provide innovation and new product experiences, developed at the heart of consumer trends. The two new products perfectly complement our corporate claim – A brand like a Friend, offering a totally exclusive and convenient laundry experience.”


Persil White, coming in two sizes – 1 litre and 2 litres, is a liquid detergent catering to cleaning white thobes and gives bright white thobes after every wash because of its opti-bright technology. Nearly 75% of consumers mix powdered detergent and bleach (which let the white thobes get yellow after few washes). However, Persil White allows consumers to enjoy the white thobes remain bright white wash after wash.


Persil Starch spray, available in 400ml size, is a starch spray catering mainly to starch white thobes. It gives all day hold for the white thobes because of its acti-fix technology.


Amitabh Bose, Marketing Head of Henkel Saudi Arabia, said: “Henkel’s laundry and home care products are symbolized by our premium laundry detergent – Persil. We are happy to unveil the two product innovations in the Middle East market, which is part our marketing strategy to have a strong brand equity development with a focus on generating consumer insights, developing excellent brands coupled with excellent across-the-board campaigns. We are confident that the new products will completely revolutionize the market and build on our leadership.”

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