Persil Liquid Detergent for White Thobes and Starch Spray achieves Tremendous Sales Figures

• Revolutionary innovations achieve together a phenomenal
• 90% sales above current cumulative forecast within four months of launch

Persil Liquid Detergent for White Thobes and Persil Starch Spray – the revolutionary laundry innovations from the Germany-based Fortune 500 Company Henkel – has achieved tremendous market share and consumer likeability within four months of its launch in the GCC.

The Persil liquid detergent for White Thobes and Persil starch spray – the first laundry range for GCC men, have completely revolutionized GCC men’s laundry, fulfilling their needs in an effective manner and offering the most convenient, simplified laundry experience ever. Ever since its launch in the market in January, the products together have achieving an impressive 90% over and above the cumulative sales target.

The tremendous incremental sales within months of launch further reinforce the world-class quality of the products and the regional consumers’ increased likeability on them. The new products, available at all leading outlets across the region, have given white thobes a completely new look and firmness.

In his comments on the excellent response to the products, Memosh Khawaja, General Manager of Henkel Saudi Arabia, said, “Persil liquid detergent for White Thobes and Persil Starch Spray are avant-garde laundry products which are a result of years of close collaboration with our Research and Development Department and launched after extensive research into our GCC consumers product preferences. We are happy that Henkel has once again made things easier for housewives in the region.”

He added: “The products not only deliver the accustomed washing performance & firmness, but are also highly fabric & skin compatible – taking innovation to a completely different level, catering to local needs, keeping the thobes clean, bright white, starched, and at the same time being safe on fabric & hands.”

The launch of Persil liquid detergent for white thobes came close on the heels of a research that nearly 75% of consumers wash thobes by mixing powdered detergent and bleach, which let the white thobes get yellow after few washes.

Similarly, the Persil starch spray was unveiled following a survey which inferred that the current starch sprays available in the market gives a level of firmness that does not suit the purpose, or conversely a very strong firmness that in fact harms the fabric.

Besides giving fibre-deep cleanliness, the innovative Persil liquid detergent leads to bright white thobes wash after wash because of its unique German Opti-Brite technology. On the other hand, the innovative Persil starch spray gives all day hold to thobes, shumaghs, and ghutras because of its German Acti-Fix technology. These unique product attributes are central to the Henkel’s mandate to extend new product experiences, developed at the heart of consumer local needs and trends. Therefore, letting GCC men feel confident every day.

The Persil liquid detergent for white thobes comes in two sizes – 1 litre and 2 litres, while Persil Starch Spray is available in 400ml size.

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.

Globally, Henkel is ranked among the Fortune Global 500 companies. The 3 main divisions within Henkel are Home Care, Cosmetics, and Adhesives. More than 60 per cent of Henkel’s sales are in fast-moving consumer goods, while the industrial business accounts for almost 40 per cent of the company’s total sales.

All these 3 divisions have strong presence in the GCC region. In fiscal 2008, Henkel worldwide generated sales of 70.5 billion Saudi Riyals and operating profit of 7.5 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.

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.

Issued by Landmark PR & Event Management For press information, please contact:
Nasry Abou Zaki Shadi Abou Assi
General Manager, Middle East Account Manager
Tel.: +971 4 3912141 Tel.: +971 4 3912547
Email: n.zaki@landmark-pr.com Email: s.abouassi@landmark-pr.com

www.landmark-pr.com