OMO Arabia, in collaboration with MullenLowe MENA, has launched ‘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.
According to the campaign, in Saudi Arabia, beauty and henna salons are more than beauty spaces, they are intimate sanctuaries where women connect, share stories, and uphold tradition. Recognizing their unique potential, OMO partnered with skilled henna artists to create bespoke designs that discreetly weave in essential period care information.
The 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.
To explore this topic, the campaign spoke with real women who bravely shared their experiences, despite personal risks. To protect their privacy, some names and details have been withheld.
The film captures raw, unscripted conversations with henna artists—women who carry both the beauty of tradition and the weight of silence. As intricate designs take shape, they weave in knowledge, transforming henna into a medium for education, empowerment, and long-overdue dialogue.
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.
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.
“At OMO, we’ve always believed that every stain tells a story. Some are joyful, some are messy and some run deeper,” said Tati Lindenberg – Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning.
“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 added: “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.”
Custom-made henna kits are being distributed to artists nationwide and are available for download at www.omoarabia.com
Credits
MullenLowe MENA
Mounir Harfouche: Chief Executive Officer
Paul Banham: 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 Purkayastha: 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
Production Team
Dania Bdeir: Director
Dev Vaswani: Executive Producer (Milkshake Media)
Mayssa Sawma: Senior Producer
Kimaya Parikhb: Producer
Elias Trad: DOP
Sabrina Raynas: Photographer
