AHAVA presentation

From the Dead Sea

- About US- Multi-brand Strategy- Competitive Brand Positioning - Marketing Strategy - Retail Landscape - Product Portfolio - Opportunities

Contents

About US

Company Highlights Key Pillars of our

Foundation ManagementAdvantage



- Created in 1988 by 3 kibbutzes from the Dead Sea- The only cosmetics company located on Dead Sea shores - Fully owned production facilities at the Dead Sea - Dead Sea Laboratories is the creator of the AHAVA Brand - In-house R&D laboratory - Has the legal right to extract minerals from the Dead Sea - European headquarters in Wiesbaden, Germany - North American headquarters located in NYC, USA - Sold in 30 countries



Key Pillars of our Foundation

Dead Sea Heritage

World-class R&D

Environmental

Consciousness

Skin-friendly

Formulas

Dead Sea Heritage


From the dead sea matter

4 key elements create AHAVA product line:-Dead Sea Mud, Dead Sea Salt, Dead Sea Water, Dead Sea Plants Minerals in Dead sea up to 34%

✓ Vital to the skin’s healthy functions

✓ Helps cellular renewal for a youthful looking skin

✓ Facilitates cell-to-cell communication

✓ Helps nourish skin’s top layers

All of our products include a unique blend of Dead Sea minerals called the OsmoterTM

OSMOTERTM-UNIQUE TO AHAVA

Osmoter™ = A perfectly-balanced concentrate of Dead Sea minerals that effectively replenishes, rehydrates and recharges the skin

Osmoter™ = AHAVA

Osmoter™ = the essence of Dead Sea power

Osmoter™ = the best mineral composition for promoting youth

World-class R&D


R & D innovation patent

1989

Osmoter™

AHAVA exclusive/natural ingredient

1996 1998 2000 2011 2012 2013 2015 2015

Liquid Salt

New technology

3D™ Complex

Smoothing face care complex

Dermud™ /leave on

MUD AHAVA exclusive skincare concept

ExtremeTM

Complex

New anti-aging collection

Urban™ Complex

New UV broad spectrum tec.

Dead Sea Osmoter ConcentrateTM

Exclusive concentrated Osmoter™ cellular technology

Dead Sea MetabioticsTM

Positive stress technology for mature skin

Crystal Osmoter™

Exclusive mineral delivery system

Environmental Consciousness


We are concerned about the environment

Preserves the Dead Sea’s ecological balance

Manufactures consciously(green chart ISO14000)

Implements the Water Return Process

ISO 22716: Cosmetics Good Manufacturing Practice

(GMP)

ISO 14001: Environmental Management

OHSAS 18001:Health & Safety

Complies with numerous international quality standards: ISO 9001

Skin-friendly Formulas


All products are Paraben free

All Cleansing products are SLS/SLES free (SLS/SLES)No petroleum, harsh synthetic ingredients, GMOs

All products are allergy tested and approved for sensitive skin

PETA certification

Vegan.co.il certification

All packages are recyclable

All products contain OsmoterTM

Skin friendly Formulas


Foundation Management Advantage

Management

Experienced management team

International exposure

Strong focus on FMCG and cosmetics

Loves to work together


Foundation Management Advantage

High awareness in Israel, building awareness among tourists

Consumer based, targeted marketing strategy

Duty Free leadership in IL

Great quality products The only production facility at source

Dead Sea authority image Scientific expertise : patents, EU support

Advantage


Contents

AHAVA Cutting-edge Technology

AHAVA Core Skincare Range

AHAVA Elemental Beauty

AHAVAAt-home SPA Treatment

AHAVADisordered Skin







Instant glow and rich nourishment

OsmoterTM harnessed directly from the Dead Sea, perfected with the super mineral- white diamonds at the jewel of mineral science

Diamond Glow, Flawlessly Crafted Skincare For Radiant Beauty







No compromise- skincare to be natural, to work fast, to enhance youth and beauty, to slow time, to be quietly elegant and pure

Natural solution for activating instant skin renewal at the cell level

Revealing nourished, radiant, lifted, firmer skin







Natural products and authentic ingredients direct from the source

The healthy, natural, high performance skincare solution

Healthy velvet-soft skin for a healthy lifestyle thanks to its rich mineral content, 21x more minerals






AHAVAAt-home SPA treatment

Memorable sensorial and relaxing experience and treat

Unique blend of minerals and aromatic extracts all the way from the shores of the mystical Dead Sea

Give you that silky break







For consumers coping with chronic skin disorders, whose daily lifestyle is often disturbed due to their condition

Combines the proven therapeutic virtues of the Dead Sea minerals, mud, and selected plant

Dead Sea Remedies


Contents

New Natural Brand

AHAVA is the New Natural

Natural products are considered less ‘High End’ in general, but as the US market shows us, natural products are moving in the direction of being perceived as such, based on shopping channel.


Contents

Our starting point is the consumer

We have extensive tools to track trends shaping consumer behavior and reflecting the learning to skincare

We have a deep understanding of competition in terms of company/brand identity and products

We test all important actions in qualitative and quantitative consumer tests

Marketing Strategy

Skin Sufferers “My skin’s a volcano – help!”

Nature Lovers “I should connect with nature more”

Earth Defenders “Not at any cost”

Non-compromisers “I want it all!”


Contents

Main Markets - Israel A leading skincare brand. Distributed in AHAVA boutiques, exclusive to Super-Pharm, Israel’s leading drugstore chain, and Duty Free stores, corporate channel

- USA Strong presence in Department Stores and specialty stores: ULTA, Nordstrom, Lord & Taylor, Kohl’s, Costco, Beauty Brands; .com retailers, independent perfumeries, and ahavaus.com

- Europe Distributed in selective perfumeries and department store chains (Sephora, Muller, Douglas, Karstadt, Coin) and in the professional market (Spa institutes, beauty salons and pharmacies)

- Asia Limited distribution. Sold in AHAVA boutiques in Singapore and Hong Kong etc.

AHAVA – Tel Aviv AHAVA Berlin

AHAVA Beauty Capsule – Budapest AHAVA Manila

AHAVA Eilat AHAVA Installation Hankyu, Taiwan

Qumran store -ISRAEL James Richardson Duty Free, ISRAEL

AHAVA Germany

Waldorf, Hilton Hotel Room

AHAVA Major Retailers Around the Globe

http://en.wikipedia.org/wiki/File:Flag_of_Cambodia.svg






















Contents

AHAVA Premium

Diamond Glow:

Day cream

Night Cream

Mud Mask

AHAVA Core

AHAVA Core Face

- 34 SKUs

- Comprehensive line of facial care products

- The most basic line addresses essential moisture and protection while the most advanced line targets anti-aging concerns

Face Care

AHAVA Core Body – Built on the 4 elements

Dead Sea Dead Sea Dead Sea Dead SeaDead Sea

Hydrating Water

essential body moisture

Soothing Mud for dry

sensitive skin

Dead Sea Dead Sea

Invigorating Salt

Enhancingskin softness

Dead Sea

Nourishing Plants

Anti-aging skin pampering

2013 <NewBeauty> Beauty Choice Award:

Softening Butter Salt Scrub

2013 <Prevention> Beauty Awards:Smoothing Body

Exfoliator

2013 <More Magazine> Beauty

Awards: Facial Renewal Peel

2015 <Prevention>Beauty Awards:Sleeping Cream


Contents

Many exciting opportunities许多令人激动的机会

Strongly growing natural trend

Improving awareness and love among Asian consumers

2016-2019 new products innovation

USA horizontal distribution growth

New countries and channels

Many exciting opportunities

Thanks!

Documents

AHAVA presentation