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.
- 58% of women worldwide feel embarrassed by their period.
- Only 27% of schools globally provide education on menstrual health and hygiene.
- 70% of women have thrown away clothes or bed sheets due to period stains that could not be removed.
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.
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.
