Clean and clear

Mohammed Samir, the Egyptian head of P&G (Proctor and Gamble) Levant is sitting in the conference room of P&G’s offices in the prestigious Atrium building in the BCD. Next to him, above to his right is a massive bag of Ariel. On his left is Monica Mogabgab, P&G’s communications officer. P&G has built up a whiter than white corporate image and, rather like its detergents, they want to keep it that way. In fact, Samir is talking about soap powder. “The ingredients of household washing power varies globally from region to region, depending on local habits,” he explains. “In the Middle East there is less demand for an ingredient that removes red wine, but it may include other ingredients that help erase stains from the specific oils and fats we eat.” And the trivia doesn’t stop there. Feminine products – sanitary towels, tampons and the like – are also packaged