Ahava, which is known for its mineral-rich formulas derived from the Dead Sea, is introducing Pure Spa, the brand’s first significant body care and spa product launch since it was introduced in the U.S. a decade ago.
“Our brand is known for its wellness and body care [heritage], and Pure Spa encapsulates that,” said Jerry Rauchwerger, president of the Israel-based company’s North American subsidiary. “We’re taking antiaging elements and incorporating them into formulas for a body line, along with the spa-at-home concept where essential oils are used to soothe the senses.”
Since Pure Spa was launched last month, Rauchwerger noted, the line has achieved a 25 percent sell-through rate in less than two weeks. Rauchwerger expects the collection of nine products to account for 15 to 20 percent of Ahava’s sales next year. The line’s two bestsellers to date are Pure Spa Body Sorbet Caress, an ultralight moisturizing cream gel, $24 for 12.3 oz., and Pure Spa Dead Sea Liquid Salt, $18 for 6.8 oz., an exfoliator that contains a high concentration of minerals intended to give the skin a silky, smooth finish.
Pure Spa began its rollout to about 300 doors in mid-November, including selected Nordstrom and Bath & Body Works locations. It will remain in limited distribution for the first three months before expanding into a wider network of doors — the line is set for a February rollout to spas, independent pharmacies, boutiques and department stores such as Lord & Taylor and Carson Pierre Scott — totaling 960 doors by the end of next year. Industry sources estimate the spa collection will generate $3 million in first-year retail sales, increasing Ahava’s total business to roughly $22 million by the end of next year.
Pure Spa’s ingredients include essential minerals and antioxidants. All products use Ahava’s proprietary Mineral Skin Osmoter blend, a mix of 21 essential minerals, including Dunaliella algae, a plant indigenous to the Dead Sea region that contains high concentrations of beta-carotene and essential vitamins and which is used for its antiaging properties.
“We’re taking salt, mud and minerals that are unique to the Dead Sea area,” said Rauchwerger, who noted that the Ahava factory is located on the shores of the sea. “We’re given the rights to go in and pull out the mud and minerals from this area, which is the basis for the formulas we make.”
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According to Rauchwerger, the company is targeting a wider consumer demographic with Pure Spa and not just its core customer base of women between 35 and 40. “We’re trying to attract people between the ages of 25 and 40, who really want the best of wellness and antiaging,” said Rauchwerger.
Currently, Ahava is available in 20 countries, including Japan, where it was launched in September. Ahava is currently in discussions to expand the line further into specialty retailers worldwide.
The launch of Pure Spa will have the support of a print ad campaign set for the February issues of more than a half-dozen beauty, health and lifestyle publications. Rauchwerger noted the company has invested $2.5 million in advertising, coupled with a two-month sampling program that will distribute between 400,000 and 600,000 samples.