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源自千年肤疗圣地、神秘水域死海的以色列国宝级品牌AHAVA,虽然已经正式归属于复星集团,但在大众的眼中,AHAVA仍然停留于一个小众护肤品牌形象。如何让大众消费者对AHAVA产生一个基于品牌DNA之上的,全新的形象,是我们亟需解决的问题。


AHAVA在希伯莱语中意味着“爱”;唯一可以开采死海物质的品牌;产品由死海中特有的水/盐/泥/植物四大元素经死海实验室专研而成;本身就具备着无数可以延展的故事,而我们需要做的,是放大死海天然的情感,深度诠释自然、科技与人的共生关系,将“爱”以时下消费者可以接受的方式加以传播,从而实现品牌的Rebranding,而接下来AHAVA将作为源自死海的“致美传奇”,通过品牌/市场/传播三个层级,递进式去重新定义一个品牌,全新呈现给所有热衷于成分护肤的女孩。





AHAVA, a time-honored Israel brand, whose products are originated from the mysterious Dead Sea with the power of skin therapy. However, AHAVA still remains an underrepresented skin care brand though it has been affiliated to Fosun Group. For now, it’s an urgent to reinvent AHAVA as a premium brand based on its Dead Sea gene.


AHAVA, which means LOVE in Hebrew, it is the only company allowed to exploit the Dead Sea resources. All products are extracted from 4 elements in the Dead Sea, water, salt, mud and alga. G-Project has decided to amplify those technology and natural elements to achieve the brand upgrading. In the future, AHAVA, the legend of the Dead Sea, will gradually redefine its brand through several marketing and seedings and present quality goods for our consumers.