AHAVA Cosmetics
The AHAVA brand of natural Israeli Dead Sea cosmetic products were gaining prominence in Europe and the U.S., but stringent Ministry of Health regulations were making the Asian market hard to penetrate. AHAVA retained Esther Loewy as the senior communications strategist to design a brand awareness campaign, educating political figures, the business community and consumers on the natural ingredients and pure processes of the company. Her concentrated campaign, focusing on AHAVA's strict commitment to ecology and animal rights and the unparalleled therapeutic advantages of the Dead Sea, resulted in a heavily attended press conference in Tokyo, a feature news story in the distinguished Japanese business daily Nikkei and television appearances in South Korea and Thailand. Because of Loewy's Operation Asia campaign, AHAVA products were sold in the Japanese market.