The renowned American skincare brand Palmer's, famous in Israel for its maternity and postpartum care products, is expanding its operations in Israel by launching a new line of six hair care products. This launch follows the introduction of these products in the United States two years ago, where hair care has become the company's fastest-growing category. Now, Palmer's has decided to introduce these products to the Israeli market.
This expansion is accompanied by a comprehensive marketing campaign with a budget of approximately one million shekels, including television advertising, digital activities, collaborations with local influencers, and field activities.
Palmer's, successfully operating in Israel's maternity and postpartum product category under Pure Vision, aims to become a significant player in the hair care market, estimated at about one billion shekels annually. Within this market, the segment for natural, sulfate-free hair products suitable for treated or colored hair constitutes around 10%. Palmer's aims to capture a 10%-15% share of this segment within the first year.
Palmer's hair care products, including sulfate-free shampoos and conditioners, are launched in leading pharmacy chains such as Super-Pharm and Good Pharm, as well as in natural stores, pharmacies, and e-commerce sites like Terminal X. The brand enjoys a global reputation, with a presence in over 120 countries, known for the high quality of its products made from natural ingredients, alongside affordable prices.
Palmer's hair care products are based on natural ingredients, including cocoa butter, olive oil, and coconut oil. All products are free from sulfates and SLS, making them suitable for treated or colored hair. As mentioned, the hair care category has been Palmer's fastest-growing category worldwide for the past two years. The products are sold in natural sections at consumer prices ranging from NIS 49.90 to 54.90 (cocoa butter series with biotin).
According to Gal Kreiner, Co-CEO of Pure Vision, "We are excited to expand Palmer's brand activity in Israel with the line of high-quality and in-demand hair care products. As a company specializing in care, we see a tremendous opportunity to meet the growing demand for natural and gentle hair products, and we are confident that Israeli consumers will enjoy Palmer's proven experience. The extensive campaign will put Palmer's at the center of attention and help us establish our position as a leading brand in the field."
Palmer's has been producing a wide range of skin and hair care products since 1840 and is considered the leading brand in the U.S. for treating pregnancy stretch marks. The expansion into the hair care category is a strategic move by Pure Vision to establish Palmer's as a leading overall care brand in Israel, leveraging the positive reputation and recognized expertise worldwide.