Avenue

REBORN
chose to re-formulate the line to be free of parabens, sulfates, and GMOs. We started to promote the fact that we don’t
test on animals and that our packaging is recyclable.
Finally, while we are known for body, we are actually a full service line of products for Face Care, Body Care and
Sun Care. Through the re-launch, we have also taken the opportunity to strengthen our face portfolio, organize our
facial skincare line by key customer concern and add two new ranges of anti-aging products.
BF: What has been the consumer response from the re-branding?
EDS: Honestly, at first the customer was confused and concerned. The packaging was such a departure that she was
confused and concerned that we had taken away her favorite products and changed the formulas drastically. For the
first eight weeks or so, both online and in-store, the customer was lost.
What we did to help address this situation was a lot of education. We used conversion charts from the old line to
the new line in our merchandising at point-of-sale and online. We kept the old line in a section called “last chance”
on our Web site.
After about two months, however, we started to see a major turnaround in the business. New consumers started to
take notice of our new look, and loyal customers found their products and were happy with the consistent high
quality performance we have always delivered. We were also doing a great deal of direct sampling and public
relations to talk about the brand, and the two actions together started to have traction. Consumers have now had a
very strong, positive reaction to the re-branding, and it’s bringing a lot of new consumers to the brand. Our retail
results are the proof to this pudding.
BF: Have there been any notable changes in AHAVA’s sales numbers since the re-launch?
EDS: Yes, we are seeing very high, double-digit growth in many of our key accounts including Nordstrom, Lord &
Taylor, ULTA, Blue Mercury and Beauty 360 among them. We had the most successful second half and holiday
season in our history.
BF: Last year, AHAVA debuted its new tagline, “My Skin Reborn.” How has the new slogan resonated with the
customer?
EDS: The slogan was ideated to convey the feeling that your skin has after it has been immersed in the magical waters
of the Dead Sea. As most consumers don’t have the good fortune (and time) to have exposure to the Dead Sea
regularly, we wanted to articulate what that experience feels like for your skin. The jury is still out on how the
customer is reacting to the tagline specifically, and if she understands it. We have however started working with a
wonderful new agency to help us continue to do strategic work to strengthen our ability to communicate our brand
story and creative work to demonstrate it visually and verbally in the clearest way possible to the consumer.
The agency, Agence Air, is an expert in this type of work, and our goal is to continue to evolve the brand to achieve
success both in North America and around the world.
BF: The updated products were first introduced on HSN in March 2011; what has been the experience of selling
through this channel? How has the HSN customer reacted to the re-launch?
EDS: HSN is an important vehicle for the brand. Last year, we launched the new brand first on HSN and gave them all
new launches first, as a way to build consumer awareness across all channels via the high visibility of HSN to over
70MM viewers. In addition, for a brand that comes from a specific place and has a unique and authentic story,
HSN is the perfect venture to share pictures of the region and tell the story of its magic and proprietary minerals and
their performance on the skin. We had our biggest year in our four-year history of being on HSN. They have been
wonderful, nurturing and supportive partners. The customers have now acclimated to our new look, and they are
loving our special offers on favorite existing products and coming to expect that they see our new items first.
BF: What are AHAVA’s digital initiatives for the upcoming year?
EDS: AHAVA’s digital initiatives over the course of 2012 are focusing on a few things:
1. Getting to know our online customers one-on-one in order to give them what they need, when they need it, in their
daily skincare lives. We’ll be launching a mobile site, a new custom skincare regimen creator, specialized preference
options for email subscribers, wish lists and rewards for brand loyalists, additional video and skincare tips and much more.
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FEBRUARY 2012 / 28 / BEAUTY FASHION