The brief
Persil (by Henkel) was struggling to keep pace with evolving fashion trends and the emotional needs of Saudi consumers seeking self-expression through clothing. The objective was to reposition its specialty product—an abaya shampoo—in order to restore both functional and emotional relevance in a fast-changing market.
The approach
Our consumer insight revealed a clear cultural shift: more and more women were embracing less conservative abbayas as a form of individuality and style. Based on this, we repositioned Persil Abaya Shampoo—from serving culturally conscious women focused on preserving the traditional black abaya, to a brand that empowers fashion-forward Saudi women to shine. The relaunch was activated through a new brand equity campaign, reinforcing Persil’s role in supporting self-expression through modern abaya care.
The result
Sales increased by 20%, and Persil successfully regained its market leadership in the abaya care segment.
