MullenLowe MENA in collaboration with OMO Arabia, launches ‘The Art of Stains’, a first-of-its-kind campaign that redefines how period care is communicated in the region. By blending ancient henna artistry with essential knowledge, OMO transforms a culturally ingrained tradition into a powerful, discreet, and deeply personal conversation starter.
In Saudi Arabia, beauty and henna salons are more than beauty spaces, they are intimate sanctuaries where women connect, share stories, and uphold tradition. Recognising their unique potential, OMO partnered with skilled henna artists to create bespoke designs that discreetly weave in essential period care information. These intricate patterns don’t just adorn hands, they embed knowledge, ensuring that vital stain-removal techniques are passed directly into the hands of the women who need them most.
Yet, discussions around period care remain limited, often whispered or avoided altogether. Research shows that:
• 72% of women who believe that period care and stains still cannot be openly discussed. *findings under editors notes*
• 58% of women worldwide feel embarrassed by their period. (International Journal of Environmental Research and Public Health, 2025)
• Only 27% of schools globally provide education on menstrual health and hygiene. (WASH in Schools, 2024)
• 70% of women have thrown away clothes or bed sheets due to period stains that could not be removed. *findings under editors notes*
To explore this topic, we spoke with real women who bravely shared their experiences, despite personal risks. To protect their privacy, some names and details have been withheld.
Our film captures raw, unscripted conversations with henna artists, women who understand both the beauty of tradition and the burden of silence. As they create intricate designs, they weave in knowledge, turning henna into a tool for education, empowerment, and long-overdue conversation.
The designs were carefully handcrafted by skilled henna artists, intricately woven into traditional patterns to remain discreet. This ensured that vital stain removal information was subtly embedded within the henna itself, allowing knowledge to be passed quite literally into the hands of the women who needed it most. A first-of-its-kind innovation, transforming henna into a hidden yet powerful tool for education and empowerment.
OMO’s existing enzyme-rich formulation is designed to effectively tackle tough stains, including blood, providing a reliable solution for everyday care. The three henna designs follow the three-step process for effectively removing period stains: often with cold water, wash with OMO, rinse in cold water.
Tati Lindenberg – Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning says: “At OMO, we’ve always believed that every stain tells a story. Some are joyful, some are messy and some run deeper. The ‘Art of Stains’ has been developed to help raise the issue of period stains as well as provide information and education about how to remove them in a way that is culturally relevant.”
Prerna Mehra, Executive Creative Director – MullenLowe MENA says: “Every great idea resonates because it addresses a real need, and this one was no exception. Addressing period care through conventional means wasn’t an option in a society where even mentioning menstruation is often considered taboo. The creative challenge wasn’t just about raising awareness, it was about how to do it in a way that felt deeply ingrained, personal, and accepted.
“That’s how ‘The Art of Stains’ was born. Instead of breaking tradition, we spoke through it, using henna as a medium for knowledge. We trained henna artists to discreetly weave stain-removal techniques into their intricate designs. Women’s hands became canvases of information, turning an unspoken topic into something seen, understood, and embraced.
A Multi-Platform Movement
The message doesn’t stop at henna salons, it continues onto digital platforms, ensuring knowledge reaches more women than ever before.
• Interactive Snapchat lenses allow users to virtually apply the henna designs, turning hands into an educational tool.
• Custom-made henna kits are being distributed to artists nationwide and are available for download at www.omoarabia.com, encouraging women to continue the conversation in their own spaces.
Notes to editors:
• Online survey was conducted using 3rd party independent platform, Xebo.ai
• Survey criteria – only female participants, 20 years+, locals and expats, residing across Saudi Arabia
• Sample base – 178 women
• Survey duration – 17th-20th Jan 2025
Credits List:
MullenLowe MENA
• Mounir Harfouche – Chief Executive Officer
• Paul Bahnam – Chief Creative Officer
• Prerna Mehra – Executive Creative Director
• Elena Soloveva – Senior Copywriter
• Timur Abdiusheev – Senior Art Director
• Mohamed Elhado – Arabic Copywriter
• May Al Jafar – Bilingual Copywriter
• Walaa Haidar – Senior Arabic Copywriter
• Fatima Alsuwaidi – Junior Art Director
• Hamdan Ali – Cinematographer
• Pravesh Pandey – Senior VFX Motion Graphic Artist
• Damayanti Purkayashtha – Head of Strategy
• Smiljanic Cameo – Senior Account Director
• Eduardo ‘Duda’ Salles – Global Creative Director
• Will Dixon – Global Category Director
• Ross Marshall – Global Brand Director
• Rachael Stets – Global Planning Director
• Sana Mohammed Talha – Illustrator and Henna Artist
• Roksar Kamal – PR Manager, MCN
• Lara De Souza – Senior Manager, Creative Excellence, MCN
PR
Current Global MENAT
• Sinead O’Connor – Senior Director, Client Experience, Current Global
• May Hajouj – Senior Associate, Integrated Media
• Aastha Chaurasia – Associate, Integrated Media
Unilever
• Tati Lindenberg – Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning
• Daniela Olivero – Global Marketing Director
• Ritika Jalota – Global Marketing Manager
• Sophie VanDieren – Global Assistant Marketing Manager
• Sarah Qazi – Arabia Business Lead, Homecare
• Aisha Kandil – Arabia Fabric Clean Marketing Manager
• Aisha Kandil – Arabia Marketing Manager
Production Team
• Dania Bdeir – Director
• Dev Vaswani – Executive Producer (Milkshake Media)
• Mayssa Sawma – Senior Producer
• Kimaya Parikhb Producer
• Elias Trad – DOP
• Sabrina Raynas – Photographer
