Persil’s Arwa'a Abaya Competition takes centre stage on MBC 1 from May 10

• Best Abaya Design will be selected by viewers votes
• Persil Abaya Shampoo to bring latest Abaya design talents on a single platform encouraging them to succeed in life

Persil Abaya Shampoo, a world-class innovation from the first self-acting laundry detergent in the world Persil, epitomizes perfect level of cleanliness and the perfect colour for black Abaya, has announced that the 2nd Arwa3 Abaya Competition will be broadcast on MBC 1 starting May 10th.

The competition, to be broadcasted on the morning show “Saba7 al-khair ya 3arab” on MBC 1 between 11am to 1pm KSA time on Mondays [May 10-June 28], will involve eight short-listed amateur Abaya designers from the region, who will showcase their designs.

The contest will be open for voting for the public by logging onto www.mbc.net/abaya starting the 2nd episode. One contestant will be eliminated every week, until the winner is chosen. The grand finale will be telecasted on June 28, involving the three best designs which gathered the maximum votes from the public, and the winner will be chosen for the grand prize, SR 50,000.

Persil’s association with the competition is part of Persil Abaya Shampoo’s strategy to bring forth the best Abaya design talent in the Middle East and give them a platform to succeed in life.

Unveiling the mechanism of the competition, Memosh Khawaja, General Manager of Henkel Saudi Arabia, said: “Following the success of the Arwa3 Abaya Competition last year, we are happy to present it in a totally new format. This year, we give our viewers a chance to soak in the action by voting their choices on www.mbc.net/abaya. This gives the whole process a unique personal touch, with viewers deciding the winner. At Persil, we have ensured that all the integrated marketing plan is ready to make this process very interactive and successful.”

He added: “This new step further reinforces our long-standing philosophy to keep our consumers at the centre stage of our initiatives and product innovations. Through this competition, we are not only giving a platform to the regional talent but also showcasing the top quality and product innovation that have come to be identified with Persil Abaya Shampoo and other Henkel's portfolio.”

The Persil Abaya Shampoo offers the perfect level of Abaya cleanliness & perfect black colour retention with its revolutionary German technology ‘black colour lock’, protecting the blackness of the Abaya and keeps as good as new after every wash, besides safeguarding the fabric feel and being safe on hands.

Adil Sheikh, Head of Marketing of Laundry in GCC, said: “Through this competition, we have taken Abaya fashion on to a totally new level -- something that Persil Abaya Shampoo is renowned for. We have also initiated integrated marketing plan to generate buzz about the Arwa3 Abaya competition and regional Abaya talent. We call upon the viewers to participate actively in this initiative and help women succeed in life.”

The deadline for submitting the entries for the Persil Arwa3 Abaya Competition was April 30, 2010, with short listing commencing in the first week of May.

The competition is the innovation of Persil Abaya Shampoo, part of the German Fortune 500 company Henkel. 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 ensure that people in more than 125 countries can trust in brands and technologies from Henkel.

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