Beauty & Style | Tuesday 7 February, 2017 4:03 am |

Persil, Henkel’s leading laundry and home care brand, is showcasing Persil Abaya Shampoo and Persil Gel at the Janadriyah 2017 cultural festival in Riyadh. Manufactured in Saudi Arabia, Persil’s two top-performing liquid detergents are on display at the brand’s interactive pavilion located near the West gate next to the food court and kids’ play area until February 17.

The brand seeks to engage the community with fun and memorable experiences for the whole family while demonstrating its innovative product values. The Persil pavilion holds daily raffle draws, offering visitors a chance to win exclusive designer abayas as well as gift and discount vouchers for Souq.com and Danube Hypermarket.

Mohamed Siam, General Manager for Laundry and Home Care for the GCC Region at Henkel, said: “Family is an important segment of the regional market and the focus of our work at Persil. This natural synergy sets the tone for the format we have created for Janadriyah 2017. We are glad to have the opportunity to impress Saudi shoppers with the superior quality of our products, developed with the needs of the customer in mind. In line with Henkel’s ‘global brand, local product’ philosophy, Persil Gel and Persil Abaya Shampoo are created to meet the needs of the GCC consumer. Janadriyah gives us the opportunity to interact with our customers to further evolve our products.”

Speaking on the company’s presence at the festival, Hattan Al Ghalayini, Head of Corporate Communications for India, Middle East and Africa at Henkel, said: “We are excited to be a part of one of the most prestigious and best-attended festivals in Saudi Arabia. Reflecting the utmost respect for heritage that is intrinsic to everything we do at Henkel, Janadriyah presents an ideal platform to bring the Persil brand closer to our customers in one of our key markets. Our pavilion at Janadriya aims to entertain, educate and reward visitors at the same time.”

The pavilion invites guests to the Persil Black Museum, a special dark room that offers a one-of-a-kind experience telling the story of abaya care in Saudi Arabia through the ages. The exhibit also features exclusive abayas that are part of the raffle and a sensory stand where visitors can create personalized Persil abaya shampoo bottles to take home.

The Persil Gel section offers an interactive session demonstrating the effectiveness of the product on stains against other detergents. The live stain challenge, held every half an hour, invites participants to wash a stained piece of cloth with Persil Gel and two other detergents to compare results. At the end of the session, participants can take home a one-liter Persil Gel bottle.

The Persil Kids activation takes children through a 10-minute step-by-step laundry program that includes sorting, washing, drying and folding.

The 2017 edition of Janadriyah, Saudi Arabia’s biggest and oldest cultural festival, commenced on February 1 with an inauguration by King Salman Bin Abdul Aziz Al Saud. The event hosts a plethora of cultural pavilions representing different regions of the country, as well as a wide variety of food and shopping stalls.