Emmy-nominated "Sex and the City" star Kristin Davis has joined Ahava to become the Israel-based beauty company's first celebrity spokeswoman.
"I was attracted to Ahava because of their use of the minerals found in the Dead Sea and their commitment to using only high-quality ingredients in their products," said Davis, who was a spokesperson for Maybelline New York three years ago. "I noticed a difference in my skin the first time I had an experience with them at a spa."
As the company celebrates its 20th anniversary this year, Ahava executives are looking to raise brand awareness both in the U.S. and internationally. Signing a spokesperson is part of the initiative.
"Kristin represents everything that our brand stands for, since she has that natural, radiant and beautiful look that's pure," said Michael Etedgi, chief executive officer of Ahava North America. "I'm sure she will be instrumental in helping make Ahava a household name."
As part of the multiyear contract, Davis will appear in the company's ads and on the international Web site, in addition to other marketing initiatives. The print ads featuring Davis will break in January in about 10 to 15 beauty, fashion and lifestyle books both in the U.S. and overseas.
According to industry sources, Ahava will generate about $150 million in worldwide retail sales by yearend.
Ahava currently offers 70 products in some 40 countries. In the U.S., Ahava products are sold in spas, independent pharmacies, boutiques and department stores, including Bath & Body Works, Ulta, Nordstrom, Lord & Taylor and Carson Pirie Scott.
Ahava also has plans to open more freestanding stores. In the past year, the company has opened three stores in England, Germany and Singapore. According to Etedgi, by the end of next year, Ahava hopes to open a "Dead Sea spa center" in New York where customers can go and receive treatments or float in a salt pool.
"We wanted to bring the Dead Sea experience to New Yorkers so they don't have to fly that far to benefit from minerals of the Dead Sea," said Etedgi.
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