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OMO Arabia, in collaboration with MullenLowe MENA, has launched ‘The Art of Stains,’ a campaign that blends tradition with education, using henna artistry to discreetly teach women how to remove period stains.

Despite being a natural part of life, menstruation remains a taboo subject. Research highlights the stigma surrounding period care:

• 72% of women believe period stains are still difficult to openly discuss.
• 58% of women worldwide feel embarrassed about their periods. (International Journal of Environmental Research and Public Health, 2025)
• 70% of women have discarded clothing or bed sheets due to stains they couldn’t remove.

In Saudi Arabia, henna salons are spaces where women connect and share stories. Recognizing their influence, OMO partnered with henna artists to create custom designs that subtly incorporate stain-removal techniques. These intricate patterns turn hands into canvases of knowledge, making period care information accessible in a culturally relevant way.

MulenLowe's campaign for OMO Arabia captures unscripted conversations with henna artists, women who understand both tradition and the silence surrounding menstruation. As they craft their designs, they embed vital knowledge, ensuring that the three-step stain removal process—rinse with cold water, wash with OMO, rinse again—becomes second nature.

Tati Lindenberg, Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning, states: “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 at MullenLowe MENA, adds: “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.”

Beyond henna salons, the campaign extends to digital platforms, ensuring knowledge reaches more women than ever before. Therefore, custom-made henna kits are being distributed to artists nationwide and are available for download, encouraging women to continue the conversation in their own spaces.

OMO Arabia’s ‘The Art of Stains’ is more than a campaign—it’s a step toward breaking barriers and ensuring no woman feels ashamed over a period stain.

At ArabAd, we see this as a clever approach to tackling a taboo subject. The campaign not only addresses an important issue but does so in a beautifully crafted and culturally sensitive way, making an impact while respecting traditions.

Credits:

Agency: 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