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Persil Leverages Designer for 24-Hour TikTok Live Event

Christian Siriano will host a “Wardrobe Refresh Hotline” on Persil's TikTok to demonstrate “the art of outfit repeating” and answer callers' questions.

Henkel laundry detergent brand Persil has called on renowned fashion designer Christian Siriano to demonstrate “the art of outfit repeating” for its TikTok Live campaign. 

Siriano will host a live, 24-hour “Wardrobe Refresh Hotline” on the Persil TikTok account, where he’ll offer his perspective on how consumers can care for and style their own wardrobe's go-to items, according to a media release.

The virtual event will kick off June 26 at 6 p.m. ET and run nonstop for 24 hours. Viewers can dial 1-855-WARDROBE to engage with Siriano and ask for expert advice, such as how to restyle their most loved clothing items, fabric care tips and washing techniques, during designated time blocks (i.e., 6 p.m.–2 a.m. ET on June 26, and again from 9 a.m.–6 p.m. ET on June 27).

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In addition, surprise guest influencers and creators will drop in throughout the live event.

"The idea of being fashionable carries different meaning to everyone; for me it's wearing styles that make me feel, and look, great," Siriano said in the release. "Each day when we get dressed, we can express ourselves creatively through our clothing. Outfit repeating is a fun, and effective, way to do that by challenging ourselves to breathe new life into a go-to piece and style it in a new way.”

This partnership comes on the heels of a reimagined brand identity for Persil. The refresh emphasizes the brand’s “premium clean and fabric care benefits” and its formula designed to protect fabrics and colors so clothes can be repeated and maintain “That New Clothes Feeling.” 

The brand also developed new vibrant packaging to stand out in the laundry aisle with an updated product lineup that focuses on deep clean and fabric care, including Original, Advanced Clean with Oxi+Odor Power, Intense Fresh and Activewear Clean.

"As the proud detergent of outfit repeating, Persil is dedicated to helping keep clothes looking newer, longer so consumers can maintain the connection they have with their favorite clothing items, wash after wash," added Matt Kutnick, marketing director at Henkel. "Through this exciting partnership and 24-hour Wardrobe Refresh Hotline on TikTok Live, we're helping individuals embrace a fashion-forward lifestyle and bringing outfit repeating to closets everywhere."

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