5WPR: PR AGENCY - PUBLIC RELATIONS FIRM

As a 20 year old Israel-based skin care company with a heavy presence amongst the baby boomer generation, 5W Public Relations was hired to give the brand a face-lift, with the help of newly hired spokesperson Kristin Davis. Re-launching the classic brand as a sexy and sophisticated line meant reaching young up-and-coming stars and getting the products in the hands of elite crowds and influencers. Celebrity seeding, product at exclusive parties and aligning the brand with high profile events were some of the major initiatives.

Within the first six weeks of our Public Relations partnership, 5W PR secured AHAVA to be the exclusive skin care sponsor at the Sundance Escape Style Studio on Main Street at the 2008 Sundance Film Festival. This gave AHAVA the chance to meet and mingle with Hollywood’s hottest celebrities, and more importantly gave us the opportunity to educate these influencers on AHAVA’s brand identity. The event resulted in media coverage included Star Magazine, OK! Weekly, Forbes.com and PerezHilton.com.

To further align the brand with a fashion focused audience, AHAVA infiltrated Fall 2008 New York Fashion Week. To capitalize on this high profile event, 5WPR hired three “mud models” to hand out over 2,000 samples in one morning. The mission was to convey the message that “Skin is In” to both consumers and members of the media. We were able to secure a groundswell of media that included popular beauty blogs and magazine websites, New York City centric media mentions, television and news segments and marketing press. Even more priceless was the look on people’s faces as the mud models strolled along the New York City streets.

In two years, 5W Public Relations has successfully positioned AHAVA as a favorite among young and stylish celebrities and gained media exposure in top outlets, marking AHAVA as a sexy and stylish brand among sexy and stylish clientele. 5WPR has secured top tier media placements in outlets such as Time Magazine, Harper’s Bazaar, O, The Oprah Magazine, The CBS Early Show, The NBC Today Show, Self, Shape, Health, WWD, etc.

5W PR continues its efforts to position AHAVA as the number one brand in its category by coordinating and implementing events to promote the brand, as well as constantly securing top tier beauty media in all influential markets.