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Israeli brand Ahava is back in the Brazilian market

Nearly 20 years after it first entered the market in Brazil, the cosmetics brand from the Dead Sea is using online sales and retailers such as Sephora to position itself in the premium category.

The cosmetics brand Ahava is back in the Brazilian market. Founded in 1988 in Israel, Ahava is the only company in the world that has government permission to use Dead Sea minerals in the composition of its beauty products. The brand tried to sell in Brazil nearly 20 years ago, but the business did not thrive.

Back then, the situation was very different: the personal care, perfumery and cosmetics industry had a R$ 7 billion revenue and very few consumers had access to foreign beauty products – today, according to ABIHPEC (Brazilian Association of the Cosmetic, Personal Care and Perfumery Industry), the industry revenue is over R$ 47 billion.

Chris Behr, marketing director for Ahava Brazil

Chris Behr, marketing director for Ahava Brazil

Right now, the Brazilian and Israeli directors are working together to make more assertive decisions in the face of the current market”, says Chris Behr, marketing director for Ahava Brazil. She mentions that Brazil is fourth in the cosmetics world ranking – behind the US, China and Japan – and she is optimistic about the future. “Brazil is going through a crisis, but we believe there will be substantial growth from 2019.

With products easily ranging from R$ 30 (40 ml hand cream or 100g mud soap) to R$ 300 (anti-aging day and night facial creams of 50 ml each), Ahava wants to position itself in the premium category, the fastest growing in the beauty sector. Euromonitor research reveals that premium cosmetics sales had a 9.1% increase in 2016, while low cost brands had a smaller growth of 4.4%.

Ahava is aimed at the premium market. There is a high investment in research and development technology for each product, as well as a very specific raw material, which are the Dead Sea minerals”, says the marketing director.

Known as the biggest natural spa in the world, the salt lake borders Israel and it has the largest mineral concentration (32%) known in the world. It is rich in substances such as sodium, calcium and magnesium. Its water and its mud are famous for promoting cell renewal, moisturizing the skin, lightening blemishes and preventing acne, among other benefits.

From the Dead Sea properties (“known for over 3,000 years and used even by Cleopatra in Ancient Egypt”), Ahava created Osmoter, a patented mineral concentrate that is part of all of its formulas. The Osmoter uses the osmosis process to restore the external layers of the skin. “Brazilian consumers are interested in cosmetic products of great quality and there’s still a need for this kind of product in the market,” says Behr.

Unlike in the early 2000s, when Ahava had stores in Brazil, its products (all imported from Israel) are now sold on the brand’s own website, online perfume shops such as Época Cosméticos and Beleza na Web, and in Studio W’s hair salons. “We’ll have our products in well-known retailers and we have already started negotiations with Sephora and Dafiti – the biggest fashion and lifestyle e-commerce business in Latin America,” says Behr. “We want people all over the country to know the proprieties of Ahava’s products, so they can enjoy it in their own homes.

Ahava is currently in over 30 countries and its global operations have a revenue of US$ 150 million a year.

Renata Martins

Portfolio

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

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