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Laundry Care in Saudi Arabia
Release Date: 4/20/2017
Laundry care manufacturers continue improving their existing laundry care products and innovating new ones with more features. In powder detergents, Omo's 100% effective stain removal product with a touch of Comfort and Persil's new Millions Power were introduced in 2016. Persil also enhanced its liquid detergent in 2016 claiming that it is twice as viscous. In fabric softeners, companies emphasise concentrated products rather than standard ensuring that their marketing communication strategies reflect this. For example, Comfort standard liquid fabric softener by Binzagr Lever Ltd (Unilever Arabia) includes a promotional message: "Try Comfort essence concentrate for 14 days of freshness!". In fine fabric detergents, which tends to grow rapidly in Saudi Arabia due to its main communicational message, "abaya shampoo", Omino Bianco and Persil have developed their products for renewing black colour. Also, spot and stain removers emerged in 2016 due to the launch of Clorox Clothes by Abudawood & Partners for Industry Co in both powder and liquid formats strongly competing against Vanish.

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