World-class Abaya designs take centre stage as Persil Arwa’a Abaya contest enters decisive phase

"Aya Abdullah" Arwa’a Abaya designer walks away with a monetary prize of
SR 50,000.

Persil Abaya Shampoo, a world-class innovation from the first self-acting laundry detergent in the world Persil and epitomizing fibre-deep cleanliness and the perfect colour for black Abaya, today announced that the competition for the 2nd Arwa’a Abaya honour has entered the deciding phase.

The competition, being currently telecast on Sabah Al Khair Ya Arab on MBC 1 between 11 AM to 1 PM KSA time every Monday [until June 28], involves short listed Abaya designers from the region, who showcase their latest designs and preparation footage to a select jury.

Persil’s association with MBC in this competition is part of Persil Abaya Shampoo’s ambition of bringing to the fore the best Abaya design talent in the Middle East and giving them a platform to succeed in life with latest couture.

During the grand event,, Henkel Middle East representatives in the presence of the distinguished jury, hands over the coveted best Arwa’a Abaya designer prize to the deserving winner "Aya Abdullah". The lucky winner walks away with a monetary prize of SR 50,000.

Unveiling the success of the competition, Memosh Khawaja, General Manager of Henkel Saudi Arabia, said: “The Persil Arwa’a Abaya competition has been a runaway success, continuing from its success last year. This competition has once again proved that it is a unique platform to discover creative Abaya designing talents. it has not only launched new designs to this special line of fashion but also helped them succeed in life. The competition has become the talk of the town since we have given our viewers a chance to soak in the action and choose the winner. We have ensured that all the verticals and online activations have been perfectly operating in tandem with the telecast to make this process very interactive and successful. I am extremely happy with the overall response from people in KSA, Gulf countries, and even from all other countries. I would like to take this opportunity to thank MBC1, the judges who are developing the talents and people who helped in making this outstanding idea into an outstanding TV segment that getting more & more important & bigger year after year".

He added: “The success of this endeavour further reinforces our 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 to succeed in life but also showcasing the top quality and product innovation that have come to be identified with Persil Abaya Shampoo and other Henkel's portfolio.”

Persil Abaya Shampoo offers the perfect Abaya cleanliness & 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.

In comments on the competition, Mrs. Amal Murad, one of the jury members, said: “The success of the second Persil Arwa’a Abaya competition has proved how Abaya designs have evolved over the years. Abayas have become more than just a black Abaya, and now reflect a wide variety of models and designs that serve the needs of khaleeji women each fitting to a different occasion such as weddings, day-to-day use etc. I am extremely proud to be adjudicating this wonderful competition and it has been very tough to arrive at the best. We are in the most crucial phase and the excitement continues to grow.”

Mr. Mohammed Al Samhan, another jury member, added: “This competition has taken Abaya fashion to a totally new level, showcasing the immense talent in store in the region and helping them succeed in life and make their dreams come true. We have seen how the Arab women have translated her creativity into beautiful designs that contribute to highlight this dress as part of our proud heritage. I would like to congratulate Persil Abaya Shampoo and all those who have supported this endeavour, including MBC1, for a great effort.”

The competition is the brainchild 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 ensures that people in more than 125 countries can trust in brands and technologies from Henkel.

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