Ahava hires new AOR as it prepares for new launches

NEW YORK: Israeli skincare brand Ahava hired Alison Brod PR [ABPR] as its AOR in the US as it seeks to gain more online exposure.

NEW YORK: Israeli skincare brand Ahava hired Alison Brod PR [ABPR] as its AOR in the US as it seeks to gain more online exposure. Part of its brief will also be to promote spring 2010 product launches, including the brand's first makeup line, explained Leslie Derderian, assistant marketing manager at Ahava.

“I think what we're looking to do is take the brand to the next level,” she said. “Social media is definitely something we're looking into. We don't have a strong presence [online] so it's something Alison Brod can help us with.”

Ahava invited about six agencies to pitch for the business as part of an informal process. Derderian would not disclose whether the brand had asked two-year incumbent 5W to pitch. She did say that in the final round it came down to ABPR and a 15-person boutique agency. 5W declined to comment.

She explained that part of the draw to ABPR was its client portfolio.

“They have a great knowledge of beauty and fashion industry," Derderian said. "Their client roster is amazing.”

Alison Brod, president and founder of ABPR, said the agency would look into potential partnerships among its clients and outside brands.

“Ahava has always been a sexy brand to me. They had a point of difference long before people reached for that point of difference,” she said, referring to its Dead Sea mineral ingredients. “Because it's so unique, we'll think about who's right for them.”

Brod added that the agency will focus mainly on consumer messaging and outreach, social media, and TV efforts, as well as introducing the brand to influencers via its celebrity division.

“It seems like there's a wider range of Ahava products than I think most people realize, and we hope to get that message out there,” she said.

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