Minerals found in Dead Sea salt and Dead Sea mud include: magnesium, calcium, bromide, potassium and chloride. These natural deposits combined with other elements are used in the manufacturing process to produce some of the world’s finest ‘natural’ Dead Sea products for men and women.
According to the Israel Export & International Cooperation Institute (IEICI) these minerals, “Have been said to improve cell metabolism, stimulate circulation and repair cells naturally.”
AHAVA Dead Sea Laboratories
Among the best-known Israeli cosmetic companies is AHAVA Dead Sea Laboratories, which utilises many of the Dead Sea minerals to manufacture a wide range of beauty products from their base at Mitzpe Shalem on the West Bank.
In order to add scientific weight and maximise commercial success, AHAVA’s research and development department plays a major part in bringing new products to market.
Dead Sea Mineral-Based Cosmetics
They have published a number of well-received scientific studies including, Dead Sea Mineral-Based Cosmetics – Facts and Illusions intended to separate myth from reality. AHAVA say, “Facts, hypotheses and legends abound… That the minerals of the Dead Sea have the capability of improving skin is undeniable.”
The conclusion of this report says, “Following the proven worldwide commercial success of Dead Sea mineral based cosmetics, advanced technical and scientific support for marketing claims will only serve to ensure the reliability of and safety of these products…”
Statistical Overview of Israeli Cosmetics Industry
Statistics (21/1/2010) from Invest in Israel show more than 100 cosmetic manufacturers certified by the Ministry of Health generating a turnover of $1 billion annually (includes cleaning products). Exports have grown by around 30% annually.
Israeli Cosmetics and Toiletries Exports
Figures for 2009 released by the Israel Export & International Cooperation Institute show export sales of $417 million, a decrease of 3% from the previous year.
Exports – Analysis by region:
- European Union 50%
- Rest of Europe 11%
- North America 26%
- Latin America 1%
- Asia 6%
- Other 6%
Comparison With Jordan
Jordan, which lies on the eastern side of the Dead Sea, is the only other country to manufacture Dead Sea products. However in contrast to Israel it’s a much smaller and less sophisticated marketing operation.
There are around 50 Jordanian companies producing Dead Sea mineral products and only 15 are global brands. A comparison between levels in Israel and Jordan shows that AHAVA alone generates revenue around five times greater than all the Jordanian companies together.
Sources:
Ma’or Z et al, Dead Sea Mineral-Based Cosmetics – Facts and Illusions, AHAVA Dead Sea Laboratories in conjunction with The Hebrew University Jerusalem
The Israel Export & International Cooperation Institute, Cosmetics and Toiletries, website accesses 30/4/10
www.ahava.co.il, website accessed 30/4/10
Invest in Israel, website accessed 30/4/10
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