Henkel Arabia launches new innovative products for households across the GCC

Reinforcing its commitment to make people’s lives easier, Henkel – the Fortune 500 Company which has carved a big market in the home care, personal care and adhesive technologies worldwide, announced today the launch of revolutionary laundry and an insect-control solution for households across the GCC.

The innovative products include the Persil Gel, a new generation of washing. It offers a superb laundry experience versus cleaning with powdered detergents. Persil Gel gives perfect cleanliness, leaves clothes without residues, does not damage or harm fabric or health and also gives a long lasting fragrance.

Henkel Arabia also announced the launch of its Combat Bait Gel – the most sophisticated, revolutionized and technologically advanced insecticide ever – to counter the menace of cockroaches and other crawling insects.

 Announcing the launch of the new products in the region at a press conference, Mr. Memosh Khawaja, General Manager of Henkel Arabia, said: “Since our inception, Persil has been at the forefront of innovation and in the process becoming one of the most sought-after household brands. Continuing this philosophy to provide new product experiences, developed at the heart of our consumer preferences, we are extremely delighted to launch two new products in the GCC– Persil Gel and Combat Bait Gel.”Mr Khawaja added: “From the success and huge consumer acceptance of Persil Abaya Shampoo, and Persil liquid detergent for White Thobes, we launched Persil Gel liquid detergent that caters to all clothes. With these 3 launches, Persil has become the number 1 liquid detergent not only in GCC, but in the Middle East.  Similarly, the Combat Bait Gel has established itself as the front runner for indoor cockroach and insect elimination around the globe and we are happy to announce its launch in the region. We are confident that the new products will revolutionize the market.”

Mr. Mohammed Al-Nafjan, Corporate Communications Manager for GCC, said: “We are happy to unveil the two products in the Middle East, part of our strategy to have a strong brand equity that begins with a focus on generating consumer insights, developing excellent innovative brands coupled with exceptional across-the-board campaigns.”

The Persil Gel offers superb cleaning power along with the convenience of liquid detergents with a residue-free laundry and a long-lasting perfume. “Using the German technology behind Persil, the Persil Gel liquid laundry detergent offers many additional benefits not only from functionality front, but from convenience, and lifestyle angles as well. It is best suited for all types of fabric – irrespective of color and comes in 1kg and 3kg liquid bottles,” said Mr. Adil Shaikh, Head of Marketing - Laundry Care, GCC.

“The Combat Bait Gel offers an effective solution to eliminate the insects with one-time-use. No other insecticide technique provides such enduring and cost-effective results. The Combat is strongly endorsed by various environmental agencies and health associations,” added Mr. Ahmed Habiba, Senior Brand Manager.

The Combat Bait Gel can be placed anywhere including places beyond reach and infested by cockroaches. It lures cockroaches by emitting a smell that pests relate to food and kills them at the source.

The new innovations by Henkel are unique in more ways than one. These new products are expected to boost further the market leadership for Henkel in the GCC.