Ahava re-launches its core product lines
Posted By Journalist on September 9, 2011
The result of a three year R&D project to refine and upgrade Ahavas Dead Sea mineral formulations, Ahava has completely overhauled and re-launched its core product lines, with a new-look, nature-inspired packaging and a fresh focus to ensure better consumer understanding of when and where to use Ahavas extensive range of face and body care products. The re-branded range reflects a more natural, skin-friendly approach.
Entitled My Skin Reborn, Ahavas new customer-focussed approach includes the creation of more straightforward naming architecture to ensure the companys skin care system is more accessible and easy-to-understand by consumers. Particular emphasis is placed on increasing awareness for Ahavas extensive face care product range and making more women aware that Dead Sea ingredients, as formulated by Ahava, are ideal for daily care of facial skin.
To this end, Ahavas Source, Dermud, Time Line and Pure ranges are now rationalised and combined into four face care categories Time To Clear, Time To Hydrate, Time To Smooth and Time To Revitalise. Body care products from each of these core lines are now available in four body care categories, Dead Sea Water, Dead Sea Mud, Dead Sea Salts & Dead Sea Plants, with Ahavas Mineral Botanic, Mineral Makeupcare, Mineral Suncare and Ahava For Men lines remaining as stand alone ranges.
New packaging designs reflect the quality and essence of Ahava and a balance between scientific research and natural wonder, efficacy and pleasure. The distinctive new look clearly separates the facial and body products, whilst maintaining clear range coherence for greater visual impact in salons and on the shelves. All Ahavas rebranded products keep their unique Mineral Skin Osmoter formulation, a perfectly-combined extract of Dead Sea minerals that effectively replenishes the skin and recharges its natural functions, but key products are now reformulated in order to provide improved performance and better sensorial qualities. Additionally, Ahava has taken the opportunity to ensure that all rebranded products are now free of parabens, SLS/SLES, petroleum, harsh synthetic ingredients and GMOs, are allergy tested and approved for use on sensitive skin.
Pat Strutt, Managing Director of Ahava UK Limited comments, The rejuvenating, therapeutic properties of Dead Sea minerals and their benefits to both the health and beauty of the skin, remains at the heart of all Ahava face and body care products. However, re-branding the core Ahava lines enables the Ahava brand to move forward, shift the emphasis to the user and, in so doing, make the Dead Sea experience, and the many benefits associated with Dead Sea minerals, more accessible to those seeking an effective skin care approach based on proven natural ingredients.
Pat continues, By shifting the focus and positioning the rebranded range as My Skin Reborn, it is Ahavas aim to enter into more direct dialogue with consumers and focus on the feeling that everyone experiences when using Ahavas Dead Sea Mineral formulations; namely, a feeling of skin being reborn.
Source:cosmeticnewsportal.com
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