NEW YORK — Israel-based beauty company Ahava, which hails from a country no bigger than the size of the state of New Jersey, wants to blanket North America with its skin care products.
Ahava products, known for mineral-rich formulas derived from the Dead Sea, began selling in the States more than 10 years ago. Today, it’s found in an eclectic mix of some 550 stores, ranging from Whole Foods to Bloomingdale’s. Ahava is also sold in The Limited Brand’s Bath & Body Works 66 flagships, as well as its new C.O. Bigelow format. Its worldwide business stretches across 25 countries.
To ramp up its presence on this continent, Ahava’s parent company, Dead Sea Laboratories — located on the banks of the Dead Sea — has ended its deal with Ahava USA, its previous distributor based out of South Carolina, and formed Ahava N.A. led by president Jerry Rauchwerger in collaboration with New York Accessory Group.
The firm will be charged with widening distribution of the company’s main collection, recently renamed Ahava The Source; a body care line for dry skin called Dermud, and its offering of antiaging products called Time Line. Retail price points range from $15 to $60.
Despite a boom in wellness products and day spas, Ahava sales remained flat last year, signaling time to revisit the company’s approach to the North American market, said Rauchwerger.
Ahava N.A., which took over distribution Jan. 1, plans to jump-start the company’s growth with brand-new packaging created by Ahava Israel, an advertising campaign and new retail partners. The goal is to grow its current N.A. sales from $14 million to $20 million by the end of 2005, and to reach $40 million in sales the following year.
New packaging, which launches this quarter, was designed to give Ahava a “more serious, therapeutic look,” explained Rauchwerger. He added that the addition of the subbrand The Source to the main collection was intended to connote the exclusivity of Dead Sea minerals.
Ahava’s marketing campaign — the first for the brand since it hit U.S. shores more than a decade ago — includes print ads that break in June beauty magazines, an aggressive public relations program led by the Gale Group and in-store events that will include sampling and gifts-with-purchase at department stores, namely Nordstrom, Bloomingdale’s, Marshall Field’s and Lord & Taylor. Industry sources anticipate Ahava N.A. will spend $1 million in marketing and advertising expenses.“This brand is so ripe for growth,” declared Rauchwerger, pointing to Lord & Taylor, which expects its Ahava sales to double in 2005.
The company, which has outlined a distribution goal of 750 doors by yearend, is also eyeing specialty retailers, such as Saks Fifth Avenue.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion