Many women and girls around the globe face challenges around menstruation. Cultural taboos and social stigma limit discussion on period health. As a result, such practices perpetuate harmful health behaviors, leaving women and girls vulnerable to developing physical and mental issues. Research shows that 72% of women believe that period care and stains cannot be openly discussed. 58% feel ashamed of their period. Additionally, 70% decide to throw away clothes or bed sheets because of period stains.
The issue is more prevalent in the MENA region, where taboos and stigma surrounding menstruation remain widespread. Because of this, girls and women don’t have the opportunity to fully understand the menstrual cycle. In such a context, removing period-related stains remains an overlooked practice. To spark conversation around menstruation and period stains, the Unilever-owned brand OMO Arabia teamed up with MullenLowe MENA, for a campaign that redefines how period care is communicated in the region.
“The Art of Stains” is inspired by the impact beauty and henna salons have on the lives of Saudi Arabian women. These are more than beauty places; such salons are “intimate sanctuaries where women connect, share stories, and uphold tradition.” Given the unique cultural potential these locations hold, OMO reached out to skilled henna artists to develop custom-made designs infused with information about period care.
The campaign is supported by a 3-minute-long video, documenting women who engaged in unscripted conversations with the artists. In doing so, the agency spoke with real women who shared their experiences, despite the risks. Some names and details have been omitted to protect their privacy. The talented henna artists crafted the designs, including stain-removal information within the aesthetics. Discreetly embedded within the henna, the designs allow women to access the knowledge they need right at their fingertips.
“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,” explained Tati Lindenberg, Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning.
“Every great idea resonates because it addresses a real need, and this one was no exception,” continued Prerna Mehra, Executive Creative Director of MullenLow MENA. “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,” Mehra concluded.
The message is backed up by a website that allows users to download the bespoke designs. Additionally, OMO continues to spread the message via interactive Snapchat lenses and custom-made henna kits distributed to artists nationwide.
CREDITS
Brand: OMO Arabia
Agency: MullenLowe MENA
Director: Hamdan Ali
Executive Creative Director: Prerna Mehra
Group Creative Director: Eduardo ‘Duda’ Salles
Art Directors: Timur Abdiusheev, Fatima Alsuwaidi
Copywriters: Elena Solovena, Mohamed Elhado, May Al Jafar, Walaa Haidar
Creative: Lara Da Souza
Head of Strategy: Damayanti Purkayastha
Illustration: Sana Mohammed Talha
Graphic Designer: Pravesh Pandey
PR: Current Global
