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AHAVA aims to simplify communications for consumers |
ISRAEL. AHAVA Dead Sea Laboratories, the Dead Sea mineral-based skincare specialist, has re-launched its core product lines. A global roll-out of the rebranded and repackaged product range begins in the first quarter of 2011.
Sporting a new-look nature-inspired packaging, the accessible skincare system is arranged in easy-to-understand categories with a clear cosmetic rationale and designed to simplify communications for consumers at the point of sale, the company said.
“Now the time is ripe to launch our brand to the next level by shifting the emphasis to the user – in essence, making the Dead Sea experience more accessible to any consumer seeking an effective skincare approach based on proven natural ingredients,” said AHAVA CEO Yacov Ellis.
‘My skin reborn’ is the company’s new campaign slogan which will appear on all marketing communications materials at the point of sale.
As part of the rebranding, AHAVA has combined its four existing lines into one. A three-year R&D project was conducted in which the company’s core Dead Sea mineral formulations were upgraded to reflect a more natural skin-friendly approach.
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Rebranding offers greater visual impact |
Several easy-to-follow categories are offered for face and body care, spanning issues such as age-changing skin challenges; environmental, seasonal and climate conditions; and personal changes in lifestyle that have an emotional and physical impact.
Particular emphasis was placed on AHAVA’s extensive face care products. Dead Sea minerals are said to be naturally smoothing, age-delaying and conditioning catalysts for maintaining a healthier complexion.
The packaging has been redesigned with distinctive looks that aim to separate the facial and body products while maintaining a clear coherence between them for greater visual impact in stores and on shelves.
The entire product range is powered by AHAVA’s exclusive Osmoter, a combined extract of Dead Sea minerals that are claimed to effectively replenish the skin and recharge its natural functions.
All AHAVA nature-inspired formulations are free of parabens, SLS/SLES, petroleum, harsh synthetic ingredients and GMOs; and are allergy tested and approved for sensitive skin. Some formulas have been updated to achieve improved performance and better sensorial qualities.
About AHAVA
Founded in 1988, AHAVA Dead Sea Laboratories is only cosmetics company indigenous to the Dead Sea region The company employs a scientific approach in its environmentally-conscious research activities. Over the years, this has culminated in the development of a series of premier skincare product lines. AHAVA harvests and formulates the rich natural resources of this region in strict compliance with recognised international standards.
For details, contact Dalya Goldberg, International Business Development Manager, tel +972 3 5571103. Visit www.ahava.com
