When the Chilena Carmen Tal was seen in the mirror when he reached Tel Avivwhere he had traveled for a family wedding, he said he needed urgent help with his hair. Co-propietary of a small beauty hall in Montrealwhere he had emigrated to learn the language, such a investment but had no idea of hairdressing. Nor was the employee who applied the wrong dye very experienced, leaving his hair orange and totally dry. On the eve of the event, he had no choice but to follow the advice of his sister -in Moroccanoila Israeli multimillionaire brand whose commercial and even geopolitical impact was evidenced in the Eurovision Festival in Malmö. And Moroccanoil announced on Tuesday that it will be again Eurovision 2025 main sponsor in Switzerland.
The miracle was done by the Argan oiloriginally from Morocco And very popular in countries like Space. However, for her it was a great discovery and asked her husband, who unlike her spoke Hebrew, to get the representation rights of the brand in Canada. From there, it expanded to USA. Now it comes to 70 countries and presumes having combed Madonna, Jennifer López, Katie Perry, Scarlett Johansson y Angelina Jolieand the supermodels that parade on haute couture catwalks for designers such as Carolina Herrera o Roberto Cavalli. Your income is estimated at More than 60 million dollars.
The beauty company became “The presenter“—Ity as well as the main sponsor – of Eurovision in 2020the year after the contest was held in Tel Aviv, in 2019, as a result of the triumph of the Israeli interpreter in 2018. In addition to the use of combing products to presenters and artists, the agreement conferred to the Israeli brand “the rights of events, media and digital media as part of a long -term association for the next five competitions”, As announced then the European Radiodifusion Union.
Secretism and boycott
This contract would have influenced, according to critics, the persistence of the organization in maintaining Israel among participants In full offensive in the Gaza Stripwhen to the administration of the Israeli prime minister, Benjamin Netanyahuthey are charged more than 35,000 dead and more than 300,000 displaced. However, the great platform that Eurocivision means has put in the spotlight to the company and has launched a Boicot campaign.
He 80% of Moroccanoil’s production is made in Israelaccording to the company itself. Specifically, of the 200,000 argan trees —A 0.5% of the 40 million argan trees in the world – that are grown in the Negev desertwhere they try to reproduce the conditions of the Maghreb desert. This converts the name, Moroccanoilin problematic. “Argan oil had occurred in Morocco for centuries and that is why it seemed an appropriate name,” explained the founder in an interview with the CNN.
“Bicotead Moroccanoil, is Israeli and of poor quality”, Explained the Moroccan company Skull Essentialsannoyed by the equivocal use of your Gentilicio to evoke exoticism and one false legitimacy and even as possible money laundering to mask the Israeli origin. In the video on their social networks, published this week, a young woman who identifies as Moroccan explains how not only Moroccanoil oil does not come from Morocco but the “argan” is not the Main ingredient In your products according to the labeled.
So, 17 years After its foundation, Moroccanoil has first entered that Black List of Israeli companies resurfaced under the acronyms BDSby boycott, divestment and sanctionsan international movement “to finish international support for the oppression of Israel on Palestine and press Israel to comply with international law,” the platform is defined.
The location of their factories“Two hours north of Tel Aviv”, is a secret, which has kept her safe from material sabotageand only the CNN entered once on the occasion of the interview. The brand also does not have stores, but belongs to the universe of the e-commerceavailable online and Spain in some distributors such as Sephora. The Chilean businesswoman moved to New Yorkwithout his already Hebrew ex -husbandand settled in Manhattan Because he hates to get to the office, in the East Sideone step away from Central Park.
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