Turning the Dead Sea mud into money
December 11th, 2009 - 9:02 pm ICT by Aishwarya Bhatt ( 1 comment )
Mitzpe Shalem, Dec 11 (THAINDIAN NEWS) It is a very unlikely business model that few would attempt to emulate. It is extremely hot and the only ingredients present there in enormous quantities are mud and salt. An Israeli company called Ahava has created a business empire out of these two elements and is effectively and efficiently turning the Dead Sea mud into money.
Ahava though didn’t taste success early because for almost 2 decades it was just a small stand selling its wares to tourists. The main commodity was bottles of body scrub. But the company expanded in recent times and today it is a multi-million dollar corporation and it has sales of around $150 million a year, which is quite an impressive way to turn the Dead Sea mud into money.
The company evolved and expanded its product range successfully and today the company sells many products like, its moisturizing lotions, exfoliators and mineral masks in more than 30 countries, generating sales of nearly $150 million a year.
Its success story in the US is quite impressive, as it has successfully converted the Dead Sea mud into mega dollars. In the U.S Ahava has signed distribution deals with the likes of Lord & Taylor, Nordstrom (JWN, Fortune 500) and beauty-supply chain Ulta and has poured millions of dollars into an advertising campaign aimed at luring American consumers towards its products.
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Tags: advertising campaign, american consumers, beauty supply, body scrub, business empire, dead sea mud, distribution deals, dollar corporation, enormous quantities, exfoliators, fortune 500, generating sales, israeli company, jwn, nordstrom, shalem, taste success, two elements, ulta, wares
December 12th, 2009 at 4:12 am
Mitzpe Shalem is not in Israel, as Ahava’s labels and this article would lead you to believe. Mitzpe Shalem is a Jewish-only settlement that is illegal under international law and “illegitimate” in the eyes of the Obama Administration. Settling civilians from an occupying power in occupied territory is illegal under the Fourth Geneva Conventions and segregated residences (Jewish only housing in settlements) is a violation of the International Convention Against the Suppression and Punishment of the Crime of Apartheid.
It is appalling that Ahava is licensed by the Israeli government to extract minerals from Palestinian territory. It is illegal for an occupying power to extract resources from occupied territory. Israel sanctioning Ahava’s excavation in Mitzpe Shalem is akin to the United States directly granting oil concessions to American corporations in Iraq, a step that the Bush Administration didn’t even dare to take!
Furthermore there is not only a vibrant boycott of Ahava products in the United States and Canada, but Dutch parliamentarians are currently investigating the corporation for lying about the source of the products on their labels and not paying tariffs due on products coming from the Occupied Palestinian Territories. Avaha’s marketing and mud cover a lot more than blemishes on the skin of women who shop at upscale chains and boutiques. Ahava’s business plan is deliberating covering up the theft of Palestinian territory and resources.