The Dead Sea cosmetics’ industry, both Israeli and Jordanian, rely on the salts (Carnallite) and the thick black Dead Sea mud in the manufacturing process. Essential elements, which are extracted using giant evaporation pools, include Magnesium, Potassium, Calcium and Bromides.
Jordan's Dead Sea Products Manufacturers Association
Recent publicity from Osama Qutaishat, head of Jordan’s Dead Sea Products Manufacturers Association has said that there is, “A dire need for multiscale, aggressive, intensified strategies to market and promote Jordan’s Dead Sea products. This industry is untapped and potential for investments is huge.”
Israeli Dead Sea Cosmetics
In comparison the Israeli Dead Sea cosmetics industry is better organised with superior worldwide marketing and more pro-active government support. For example its best-known company AHAVA Dead Sea Laboratories generates (in cash terms) around five times more than all the Jordanian companies together.
As the Israeli Dead Sea cosmetics industry has rapidly expanded, Jordan’s has seen only minimal growth since a United Nations Industrial Development Organisation (UNIDO) report published in 2003 said at that time there were, “Around 48 registered companies, out of which 36 are export orientated small and medium companies currently engaged in manufacturing Dead Sea products.”
Dead Sea Products
UNIDO recognised that there was a large and growing market for cosmetics and toiletries and that Jordan and Israel as the only two producers of Dead Sea products had a unique advantage. This still remains the same in 2010 but to date only Israel has grabbed the opportunities presented.
Statistics from Jordan’s Ministry of Planning (Dead Sea Cosmetics Cluster, 2003) said Jordan only had 8% of the world export quantity of Dead Sea Cosmetics while Israel had the remaining 92%. In 2003 Jordan’s Dead Sea Products, to the value of $5 million, were being exported to 65 countries worldwide.
Some progress has been seen since 2003, while the total number of Jordanian companies involved in Dead Sea cosmetics manufacturing remains at about the same level, the number exporting their products has fallen. Export sales have crept up to around $20 million annually and essentially there is a greater awareness of what could be achieved with a more coordinated strategy.
Joining the debate Yarub Qudah, head of the Jordanian government owned Jordan Enterprise Development Corporation blamed Jordan’s Dead Sea woes on the limited capabilities of the industry because of the small sizes of the companies in the sector and the lack of any coordinated marketing strategy. He said that if companies worked together exports could reach $100 million in the next five years.
Thinking about the bigger picture Osama Qutaishat added that, “The need for marketing Dead Sea Products is not just to increase exports. The better these products are known, the more tourists will come to visit the unique Dead Sea.”
Sources:
United Nations Industrial Development Organisation (UNIDO), Jordan’s Dead Sea Cosmetics Industry 2003, website accessed 4/5/2010
Jordan Cosmetics and Beauty News, Aggressive Marketing Needed to Boost Jordanian Dead Sea Cosmetics Exports, website accessed 4/5/10
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