“New Beginnings”: Persil Abaya Shampoo empowers Saudi women

In association with Al Bir Society Jeddah which supports women and empowers productive families in Saudi Arabia, Persil Abaya Shampoo of Henkel is proud to launch for the second consecutive year the “New Beginnings” campaign in line with the holy month of Ramadan, as a step towards giving back to a community where it has enjoyed a successful presence for years. This campaign will financially support 10 women from the productive families’ arm of the Society, enabling them to establish their own enterprises and realize their career dreams.  

The ‘New beginnings” initiative of Persil Abaya Shampoo is a platform that further strengthens the role of women in the society and understands them as an integral part in the growth and stability of the region’s economy and development. Supporting women from the productive families is a testament of belief in their numerous talents, their strong willed nature and their dedication to make a positive change in their own and their family’s lives and living conditions. The 10 women benefiting from this campaign come from different backgrounds and have diverse entrepreneurial dreams; with some into cooking and baking and some interested in arts and crafts.

“This campaign is a platform for the productive families in Saudi Arabia to showcase their talents, bring their enterprises to life and to facilitate their financial empowerment. It is also a window for them to inspire other women in the region and showcase their willingness and determination to have a better social and economical status,” said Esther Lopez, GCC Marketing Director Henkel Laundry & Home Care GCC. 

“We are also honored to have Al Bir Jeddah as our strategic partner for the ‘New Beginnings’ campaign for the second time in a row, which helped us in reaching out to the relevant audience and put us on the right path in supporting individuals to achieve their goals and build their businesses,” added Mrs. Lopez.

Persil Abaya Shampoo is a Henkel brand, which enjoys a long legacy in the GCC region as pioneer of Abaya Shampoos. Persil has repeatedly proven itself as the Gulf Women’s ally by providing them confidence in their personalities through the different campaigns hosted. The Gulf Women has made it their first choice because apart from being the most bought Abaya Shampoo, Persil enhances the radiance and gleam of their Abayas and appearances respectively, both giving them more pride and confidence.