Top 25 Public Relations agency

"The reason I like working with 5W is that they consistently deliver! Most PR agencies tell you that it takes months to get up to speed and get results. Results speak the loudest and 5W screams from the hilltops."

- Michael Etedgi, CEO, AHAVA North America



OBJECTIVE

Re-launch AHAVA, an Israel-based luxury skincare product line, in the United States and broaden its market beyond the baby boomer demographic, reaching a younger, fashion-focused audience, and re-positioning the brand as influential, sexy and sophisticated.

Although the brand had a long and storied history in Israel and was beloved by American baby boomers, AHAVA was unknown among the younger more urban audience we were trying to reach - fashion-focused, and savvy twenty-somethings with a passion for innovative beauty products.

STRATEGY

Traditional media relations, brand positioning, market entry, influencer relations, guerilla and event marketing, and product sampling were central to our AHAVA campaign. In order to appeal to this younger, hipper audience we aimed to secure aspirational celebrity endorsements and product placement with influencers and fashionistas. 5W signed Actress Kristin Davis as the brand's spokesperson, which immediately positioned the brand as a "must-have" in the trendy, fashionable woman's arsenal. The firm arranged an exclusive skin care sponsorship at the Sundance Film Festival's Escape Style Studio on Main Street, providing the brand with incomparable exposure to top celebrities and generating coveted exposure for AHAVA outside of the beauty pages. AHAVA "mud models" infiltrated Mercedes Benz Fashion Week in New York conveying the message that "Skin is In" by handing out thousands of samples to fashion insiders and media.

RESULT

AHAVA quickly gained traction with its target market in the United States - young, fashion-forward, sophisticated women - by building strong connections with stylish celebrities and fashion insiders, signing distribution deals with Nordstrom, Lord & Taylor, and beauty supply chain Ulta, with sales topping $150 million per year. AHAVA's position as an on-trend brand continues to strengthen with regular exposure in top-tier broadcast, consumer and business media outlets including Harper's Bazaar, O, The Oprah Magazine, TIME, NBC's TODAY Show, The CBS Early Show and many more.

CASE STUDIES

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  • INGLOT Cosmetics
    INGLOT Company was established over 30 years ago ...