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					     Henkel launches revolutionary
      laundry innovations in GCC
Persil liquid detergent for white thobes and Persil starch spray offer unique

Henkel, a Fortune 500 company & the most admired company in Germany, has a vision
to make people’s lives easier, better and more beautiful. With its home care, personal
care and adhesive technologies, today in a glitzy ceremony in Dubai, announced the
launch of its revolutionary laundry innovations in the GCC for the first time ever.

The new Persil liquid detergent for white thobes and Persil Starch spray from Henkel are
revolutionary laundry products launched exclusively for men’s laundry, fulfilling their
needs in an effective manner and offering the most convenient, simplified laundry
experience ever.

The new innovations by Henkel are unique in more ways than one, primary being the
fact that it is the 1st ever laundry range for the Arabian men. This new products are
expected to boost market leadership for Henkel in the GCC, which has made a mark
across 125 countries with its brands and technologies.

Talking about the new products, Memosh Khawaja, General Manager of Henkel Saudi
Arabia, said: “Persil liquid detergent for white thobes and Persil starch spray are new
revolution in the laundry category, fulfilling the needs of both men and housewives in a
far effective manner. This new launch by Henkel is a continuation of our long-standing
philosophy to provide innovation and new product experiences, developed at the heart
of consumer trends. The two new products perfectly complement our corporate claim –
A brand like a Friend, offering a totally exclusive and convenient laundry experience.”

Persil White, coming in two sizes – 1 litre and 2 litres, is a liquid detergent catering to
cleaning white thobes and gives bright white thobes after every wash because of its
opti-bright technology. Nearly 75% of consumers mix powdered detergent and bleach
(which let the white thobes get yellow after few washes). However, Persil White allows
consumers to enjoy the white thobes remain bright white wash after wash.
Persil Starch spray, available in 400ml size, is a starch spray catering mainly to starch
white thobes. It gives all day hold for the white thobes because of its acti-fix technology.

Amitabh Bose, Marketing Head of Henkel Saudi Arabia, said: “Henkel’s laundry and
home care products are symbolized by our premium laundry detergent – Persil. We are
happy to unveil the two product innovations in the Middle East market, which is part
our marketing strategy to have a strong brand equity development with a focus on
generating consumer insights, developing excellent brands coupled with excellent
across-the-board campaigns. We are confident that the new products will completely
revolutionize the market and build on our leadership.”

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
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 ensure 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:        Email:


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