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Ahava

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Ahava

Ahava Dead Sea Laboratories, Limited
Type Private
Industry Cosmetics
Founded 1988
Headquarters Holon, Israel
Products Skin care
Revenue $150 million
Employees 200
Website http://www.ahava.com/
Ahava factory

Ahava Dead Sea Laboratories, Limited (Hebrew: אהבה‎, Love) is an Israeli cosmetics company headquartered in Lod[1] that manufactures skin care products made of mud and mineral-based compounds from the Dead Sea. The company's administrative headquarters are located in Holon, while the main manufacturing plant and showroom are in Mitzpe Shalem,[a 1] an Israeli settlement and kibbutz located on the Dead Sea in the West Bank.[2][3] The company has flagship stores in Israel, Germany, Hungary, the Philippines and Singapore.[4] As of 2010, Ahava income was more than US$150 million a year.[5] Ahava products have caused controversy, as critics say the company uses natural resources of occupied Palestinian territory,[6] and that the products are incorrectly labeled as made in Israel.[7][8]

History

Ziva Gilad, a spa technician, came up with the idea of marketing Dead Sea mud after watching women tourists scooping up the mud to take home.[9] Ahava was founded in 1988 as a single stand selling bottles of body scrub to tourists, generating $1 million that year.[10]

Ahava's shareholders include Hamashbir Holdings, Gaon Holdings, Kibbutz Ein Gedi, Kibbutz Mitzpe Shalem and Kibbutz Kalya. Kibbutz Mitzpe Shalem and Kibbutz Kalya are located north of the Green Line, in the West Bank.[11]

In 2009 Ahava took on new shareholder Shamrock Holdings, the Walt Disney Family's investment arm, which purchased 20% of Ahava Dead Sea Laboratories from its existing shareholders[12][13] The company has 200 employees, 180 of them in Israel.[13]

Models wearing and distributing Ahava products at New York Fashion Week in 2009

In 2009, the company reported sales of nearly $150 million a year. In the United States, the largest overseas market for Ahava products, the company signed distribution deals with Lord & Taylor, Nordstrom and the beauty-supply chain Ulta.[9]

Ahava is the only cosmetics company licensed by the Israeli government to mine raw materials at the Dead Sea.[9] On the Jordanian side of the Dead Sea, there are approximately fifty small companies producing cosmetics, but only 15 have a global presence. Israel has imported raw materials for its Dead Sea mud cosmetics from Jordan since 1994.[5]

In 2011, Elana Drell Szyfer, former Senior Vice President of Global Marketing for Estee Lauder, was appointed general manager of Ahava North America.[14] In 2013, Szyfer left to work for Kenneth Cole Productions.[15]

Products

Ahava product lines include a basic product for all skin types; other products for dry, sensitive skin and for men’s skin; and anti-aging products for face and body.[16] Product lines include hand cream, foot cream, facial cleanser, body milk, facial nourishing cream, facial moisturizer, moisturizing shower cream and body cream.[17] Some products claim to use citrus and citrus products as a source of vitamins and minerals.[16]

Dead Sea mud, alone or in combination with other ingredients, is believed to have benefits for deep cleansing and stimulation of the skin. Minerals extracted from Dead Sea water such as calcium, magnesium and potassium, are said to improve the metabolism, stimulate circulation and aid in the natural repair of cells.[18] In 2009, Ahava Dermud range of skincare products has been shown to have protective, anti-oxidant and anti-inflammatory properties that can antagonize biological effects of UVB radiation on skin, reducing skin photodamage and photoaging, and reducing oxidative stress and inflammation in skin pathologies.[19]

Therapy with mud packs for conditions such as osteoarthritis is relatively expensive and requires the assistance of a therapist and a treatment room. In the wake of these limitations, Ahava developed mud compresses used in the home which are heated in a microwave oven or a pot of hot water and placed over painful joints. A clinical research by the Ben Gurion University of the Negev, supported in part by a grant from "Ahava", has concluded that the group treated with natural mud compresses had a reduction of 20% or more in Knee Osteoarthritis pain scores at treatment completion, at one month, and at three months, compared to the control group.[20]

Embracing the trend toward more natural ingredients in cosmetics, Ahava purifies its own water and, according to the company, employs minimally invasive techniques to harvest mud and minerals. Ingredients are not tested on animals and Ahava products are packaged in recyclable containers.[9]

Scientific research

Ahava is one of several Israeli cosmetics companies researching nanotechnology applications. The company has established an R&D program to research nanoemulsion and nanosuspension with mud nanoparticles.[18]

Ahava operates its own laboratory for cell and organ culture. It is the coordinator of SkinTreat (FP-7) and a partner in nanoReTox (FP-7) founded by Cellage, a European research consortium the specializes in skin cellular Ageing (FP-5).[21] Ahava developed a laboratory model for in-vitro NP screening that is employed for studying inflammatory processes using UV- irradiated human skin organ cultures.[21]

Controversy

The company buys mud, an essential raw material for its products, from the B'Tselem, several Israeli commercial ventures in the West Bank, including Ahava, breach the Hague Convention on the Law and Customs of War on Land, which prohibits exploitation of resources in occupied territory.[24]

Code Pink staging a protest against Ahava in Los Angeles in 2009

Boycott campaigns have been organized by organizations such as Code Pink, which says that Ahava's products come from "stolen Palestinian natural resources in the occupied territory of the Palestinian West Bank", and are produced in Mitzpe Shalem.[6] In response, the company stated that the Mitzpe Shalem kibbutz, where the products are produced, is not an illegal settlement, and that the mud and materials used in Ahava cosmetics products are mined in the Israeli part of the Dead Sea.[25]

In September, 2011, South African Industry Minister Rob Davies agreed in principle that goods manufactured in the occupied territories should not be labelled as a product of Israel since that is misleading. Davies said: "We're persuaded it's in the interest of South African consumers to know whether their products are coming from Israel or from the occupied territories." [7] The new South African rules will ensure that such products, such as Ahava, are labeled "product of illegal settlement in the Occupied Palestinian Territories" before they can be sold in South Africa.[26]

Prior to this, South African activists had submitted an affidavit to the South African Police Service accusing retailer, Wellness Warehouse, and local Ahava importer, SDV Pharmaceuticals, of violating South African trade law by selling Ahava products carrying false labels of origin.[27]

In May 2012, South Africa’s Minister of Trade and Industry announced new labeling rules for Israeli settlement goods;[8] Ahava was mentioned by name as a company whose goods were fraudulently labeled as “Product of Israel” when their place of origin is the occupied Palestinian Territories.

Ahava's store in a fashionable street of London's West End closed in September 2011 after constant protests by anti-Israeli activists. Owners of the surrounding stores complained to the landlord Shaftesbury plc that the repeated protests were affecting their business. A pro-Israeli group also held fortnightly counter-demonstrations, which attracted renewed controversy when members of the far-right English Defence League turned up, unasked, and joined in the demonstrations in support of Ahava.[28][29]

In 2012, the British [30]

As part of the economic agreement between Israel and the European Union, Israel cannot label products made in the West Bank as "made in Israel"; products made in the West Bank are subject to higher tariffs compared to products made in Israel.[31] In November 2009, Dutch MP Van Bommel (Socialist Party) asked Dutch FM Verhagen (CDA) whether or not Ahava products that were marketed at the time in the Netherlands originated from the Palestinian Territories. If so, Ahava would not be entitled to a tax-exemption at Dutch customs.[32] Verhagen promised to launch an investigation through the Dutch customs authority.[33] In February 2010, the state-secretary of Economic Affairs Heemskerk responded to Van Bommel through a letter to the Dutch Parliament, saying records for the years 2007–2009 indicated that Dutch customs had not given tax-exemption to Ahava products.[32]

See also

Notes

  1. ^ See map

References

  1. ^ AHAVA DEAD SEA LABORATORIES LTD Company Profile
  2. ^ "Concern over Israel settlement exports". BBC News. 2008-11-05. Retrieved 2011-05-09. 
  3. ^ From Israel with Ahava
  4. ^ Mineral Magic
  5. ^ a b "Jordan eyeing big share of Dead Sea cosmetics market".  
  6. ^ a b "Code Pink protest calls for Ahava boycott".  
  7. ^ a b Move to relabel 'Israeli' goods as bads
  8. ^ a b Why South Africa’s Decision to Rebrand Some Israeli Imports Packs a Punch (Time, May 25, 2012)
  9. ^ a b c d Ahava turns Dead Sea Mud into Money
  10. ^ Export Now: Five Keys to Entering New Markets, By Frank Lavin, Peter Cohan.
  11. ^ "Mitzepe Shalem – Google Maps".  
  12. ^ Neuman, Efrat. "Will the British buy love from the Dead Sea?".  
  13. ^ a b From Israel with Ahava, Haaretz
  14. ^ Ahava Rejuvenates Brand Image
  15. ^ Lockwood, Lisa (2 December 2013). "Kenneth Cole Productions Taps Elana Drell Szyfer". WWD. Retrieved 3 December 2013. 
  16. ^ a b AHAVA skincare products mine the Dead Sea for efficacy, product review
  17. ^ Greer Fay Cashman (January 3, 2008). "MarketWise".  
  18. ^ a b "Israel — Mineral Magic". HPCi Media Limited. 2010-03-01. Retrieved 2011-05-01. 
  19. ^ Portugal-Cohen, M., Soroka, Y., Ma’or, Z., Oron, M., Zioni, T., Brégégère, F. M., Neuman, R., Kohen, R. and Milner, Y. (2009), Protective effects of a cream containing Dead Sea minerals against UVB-induced stress in human skin. Experimental Dermatology, 18: 781–788. doi:10.1111/j.1600-0625.2009.00865.x
  20. ^ Therapy With Mud Compresses for Knee Osteoarthritis: Comparison of Natural Mud Preparations With Mineral-Depleted Mud. Flusser, Daniel; Abu-Shakra, Mahmoud; Friger, Michael; Codish, Shlomi; Sukenik, Shaul. Journal of Clinical Rheumatology. August 2002 – Volume 8 – Issue 4 – pp 197–203
  21. ^ a b Nanother: Ahava
  22. ^ Disney heiress Abigail disowns her share of family profits in West Bank company (The Independent, 18 July 2012)
  23. ^ http://www.haaretz.com/weekend/week-s-end/west-bank-palestinians-see-an-israeli-roadblock-to-economic-independence-1.420361 accessdate=March 31, 2012
  24. ^ "Dispossession and Exploitation: Israel's Policy in the Jordan Valley & Northern Dead Sea".  
  25. ^ "Pro-Israel shoppers defy Ahava products boycott call".  
  26. ^ Product of illegal settlement in the Occupied Palestinian Territories
  27. ^ Lobbyists challenge ‘made in Israel’ moniker
  28. ^ Is BDS Campaign Working?
  29. ^ Jessica Elgot (2011-09-27). "Ahava finally closes its doors in London". The Jewish Chronicle. Retrieved 2011-12-30. 
  30. ^ Natural History Museum attacked over links to 'illegal' Israeli company (The Independent, January 17, 2012)
  31. ^ EU: Goods made at Jewish settlements are not Israeli (BBC, Feb. 26, 2010)
  32. ^ a b nr. 318 BRIEF VAN DE STAATSSECRETARIS VAN ECONOMISCHE ZAKEN
  33. ^ Verhagen gelast onderzoek naar Israëlische cosmetica
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