Tide Puts a New Spin on Abaya Care by Bringing Abayas to Life

With the launch of its new variant, Tide Abaya proves that there is more to this piece of fabric than we think as women share their abaya stories on #AbayatiHikayati

Dubai, UAE, May 24, 2016:  Khaleeji women have a special connection with their abaya, they have one for all occasions and it’s a clothing item that reflects the woman, her appearance and her personal style. Serious, glamour, classic but always rigorously BLACK. ONE abaya for every occasion…and MANY stories to tell…#AbaytiHikayti

In light of this, regional celebrities Darin Al Bayed and Khairiah Abu Laban have partnered with Tide to encourage women to share their own unique abaya stories using the #Abayti Hikayti hashtag. Tide Abaya knows that each Abaya is special and needs proper care. With this in mind, Tide scientists have developed a gentle formula that not only cleans the abaya, but also helps protect its distinct black color, even after multiple washes, as shown by color checks conducted every 5 cycles for 50 cycles.

Actress and TV presenter, Khairah Abu Laban has managed to create a name for herself in the glamorous acting industry while remaining abaya-clad. "I like the idea of being able to speak through my abaya and share my stories”, she states. She further adds that, “Abayas mean nothing until someone lives in them and Tide Abaya understands the importance to looking after your abaya, as it’s such a delicate clothing item.”

My abaya didn’t make me who I am today but it’s always been a part of who I am. Every woman has a story and I’m proud of my abaya and my story, Abayti Hikayti”, says Darin Al Bayed, a young and hugely popular abaya-wearing celebrity who made a name for herself in Saudi and other Arab markets through her comedic youtube show.

Turning “first wash anxiety” into “first wash confidence” with Tide Abaya!

Hoping to convert consumer’s ‘first wash anxiety’ to ‘first wash confidence, the Tide Abaya research and development team joined forces with Darin and Khairiah to create the Abaya Tailoring & Care Guide, the ultimate source for all things related to abaya care. “The Abaya Tailoring & Care Guide includes the latest abaya fabric innovations, trend predictions, abaya tailoring, and the influence of international designers. It also draws on the science behind Tide Black Pearl’s effect, its advanced fabric care solutions that will help protecting the black color of your abayas. “said Maan Nagadi, Tide Brand Manager.

How Tide Abaya works

Tide Abaya Detergent with Black Pearls Effect:

CLEANS brilliantly, thanks to its quick dissolution in water, the cleaning agents will remove dust, dirt and other impurities from your Abaya

HELPS PROTECTAND CARE for the blackness of your abaya, thanks to its color-caring, formula without bleaching ingredients.  Without leaving residues, Tide Abaya thus revealing your abaya in all its beauty, day after day as demonstrated by checks on color every 5 cycles for 50 cycles.  Tide Abaya for an appearance that suits you!