Persil Abaya Shampoo is Showcasing Abaya Design Contest for the 2nd Year in the Middle East through MBC 1

Persil Abaya Shampoo to showcase latest designer talents in the region

Persil Abaya Shampoo, an innovation from the first self-acting laundry detergent in the word “Persil,” stands for fiber-deep cleanliness and perfect colour for the black Abaya, today announced that it is presenting the Arwaa Abaya competition 2010 on Sabah Al-Kheir Ya Arab on MBC 1 for the second consecutive year in the Middle East.

The step to be associated with the Abaya contest is a major pace in its efforts to link the Persil Abaya Shampoo, the perfect Abaya cleanliness & black colour retention with the GCC Abaya. Persil Abaya Shampoo’s association with the competition is aimed at showcasing talents in the region and the Middle East to allow them to succeed and shine in Abaya designs.

This is a unique chance for Persil Abaya Shampoo to highlight its expertise in perfect level of cleanliness while safeguarding the black colour and the fabric feel of the Abaya, coinciding with the glamour and excitement of Dubai Fashion Week, showcasing the Autumn-Winter Collection 2011 between 3 and 7 April 2010.

The Arwaa Abaya contest will be telecasted on Sabah Al-Kheir Ya Arab on MBC 1 between 11 AM to 1 PM on Mondays [May 9-June 28]. The program will involve Abaya designers from the region who would love to show case their talent in Abaya designing, who will present the latest trends and designs in vogue in the GCC.

The deadline for submitting the entries for the competition is April 30, 2010, with short listing commencing in the first week of May; while the winner will be announced in the last episode to be telecasted on 28 June, 2010. For those interested, the last date for applying is on 30 April 2010 on the competition’s website www.mbc.net/abaya

Announcing details about the competition, Memosh Khawaja, General Manager of Henkel Saudi Arabia, said: “Further building our long-standing philosophy to provide new product innovations, developed at the heart of the local consumer needs and trends, we are proud to be playing a pivotal role in bringing the global laundry expertise into the black Abaya fashion and designs through this contest on MBC 1. We are confident that we will be able to not only give a platform to the regional talent but also showcase the top quality and product innovation that have come to be identified with Persil Abaya Shampoo and other Henkel's portfolio.”

Besides Persil Abaya Shampoo perfect level of Abaya cleanliness, with its revolutionary German technology ‘black colour lock’ it protects the blackness of the Abaya and keeps as good as new after every wash.

Globally, the German company Henkel is ranked among the Fortune Global 500 companies, and it is the most admired company in Germany. The 3 main divisions within Henkel are Home Care, Cosmetics, and Adhesives. All these 3 divisions have strong presence in the GCC region.

About Henkel

For more than 130 years, Henkel has been a leader with brands and technologies that make people's lives easier, better and more beautiful through its three operating areas - home care, personal care, and adhesive technologies.

Henkel Saudi was established in 1998 and has since then grown by leaps and bounds. Today, the company employs 320 people with a strong Saudi workforce and has also established itself as the no. 2 player the Home Care category.

Globally, Henkel is ranked among the Fortune Global 500 companies. The 3 main divisions within Henkel are Home Care, Cosmetics, and Adhesives. All these 3 divisions have strong presence in the GCC region. In fiscal 2009, Henkel worldwide generated sales of 71 billion Saudi Riyals and operating profit of 7.1 billion Saudi Riyals. Dedicated to fulfilling Henkel's corporate claim, "A Brand like a Friend," over 52,000 employees worldwide ensures that people in more than 125 countries can trust in brands and technologies from Henkel.

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