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5 January, 2022

AHAVA Selects Centric PLM as Digital Foundation for New Product Introduction

Global cosmetics brand and manufacturer partners with Centric Software® to speed time to market, streamline operations and achieve one source of truth


CAMPBELL, Calif., January 6, 2022  – AHAVA, a leading Israel-based global cosmetics brand has selected Centric Software’s Product Lifecycle Management (PLM) solution to help them flawlessly execute new product introductions, speed time to market and navigate change. Centric Software provides the most innovative enterprise solutions to plan, design, develop, source, and sell products such as apparel, footwear, sporting goods, furniture, home décor, cosmetics, food & beverage, and luxury to achieve strategic and operational digital transformation goals.

For more than 30 years, AHAVA has been conducting scientific research to transform Dead Sea wonders into skincare. AHAVA is the only company that develops sustainable, high quality, vegan beauty and therapeutic products using the mud and mineral-based compounds from the Dead Sea. They have 14 locations in Israel, a worldwide distribution channel, three branches in the U.S. Germany and China, online sales and are prominent in Duty Free stores around the world.

With a relentless commitment to innovation and quality, AHAVA’s CEO identified opportunities to improve new product introductions, modernize communication and workflow as well as improve data quality to be more agile and competitive in the cosmetics landscape. After carefully examining business processes and legacy systems, AHAVA knew they needed a digital transformation solution.

Asaf Hen, VP IT and Information Systems at AHAVA explains, “Having an out of the box solution was important to us because we wanted to avoid time-consuming customization.  Centric PLM is highly configurable and will enable us to structure our skincare product development processes as a fast-growing brand while reducing our time to market.”

Hen was also impressed with the option to run Centric PLM on the cloud or in house and with the sales process. “When we spoke to major cosmetic brands using Centric PLM, like Kiko Milano, we realized that we could learn from others, and we want to do that. This is exactly why we went with Centric Software.”

With 1,300 SKUs to manage, AHAVA will rely on Centric PLM to make product changes at a much faster rate. Changing skincare formulation, adapting to regulations, and adjusting packaging will thus be streamlined with PLM.

“Centric PLM will help us gain full visibility into all product-related data to easily track and implement compliance changes, identify affected products and make quick decisions to comply with regulations.”

AHAVA’s marketing, product development, project management, regulation, packaging, and studio teams will be part of the first phase of the PLM implementation. The response to Centric PLM across the company has been phenomenal. Hen shares, “The management team saw it and they were very impressed. Later on, I started to give private presentations to departments to show them what PLM could deliver, and they were amazed!”

Chris Groves, President and CEO of Centric Software says, “We are thrilled that AHAVA has chosen us as a partner in their digital transformation journey. We are proud to partner with a leader in the cosmetics industry.”


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Ahava (

Over three decades of scientific research transforming Dead Sea wonders into skincare.

The Dead Sea is the world’s largest source of minerals credited with improving the skin’s appearance. For decades, scientists have sought a better understanding of how minerals and botanicals could benefit the skin. That is what drew our founders to the region and led them to establish AHAVA in 1988. With in-house research and development, we are the only cosmetic company to have its facilities in the region. Observing this unique environment everyday right outside our windows is a constant reminder of our reliance on nature and the importance of honoring and safeguarding it.

We believe in the unstoppable powers of nature and science combined. That is why we have our own in-house Research and Development team, with dedicated scientists working to transform the ancient natural beauty secrets of the Dead Sea into modern result-driven skincare. With a dozen patents and countless innovations under their belts, our researchers are focused on creating new ways for the skin to strengthen and rejuvenate itself.

Honoring our environment and safeguarding nature are top priorities for us, informing every decision we make at AHAVA. Our extraction process is eco-friendly and does not pollute or damage the delicate ecological balance of the Dead Sea. That’s why we have exclusive rights to extract minerals from its water. We employ green, sustainable methods at every stage of our product cycle. This approach also led us to create an innovative natural wastewater system using flora to filter waste, allowing us to return clean water back to mother nature and ensure a continuous balance between nature and science.


Centric Software (

From its headquarters in Silicon Valley, Centric Software® provides a Product Concept to Replenishment Digital Transformation Platform for fashion, retail, footwear, luxury, outdoor, consumer electronics and consumer goods including cosmetics and personal care and food and beverage. Centric’s flagship Product Lifecycle Management (PLM) platform, Centric PLMTM, delivers enterprise-class merchandise planning, product development, sourcing, quality and product portfolio optimization innovations specifically for fast-moving consumer industries. Centric Visual Innovation Platform (CVIP) offers highly visual digital board experiences for collaboration and decision-making. Centric Retail Planning is an innovative, cloud-native solution powered by Armonica Retail S.R.L., that delivers an end-to-end retail planning process designed to maximize retail business performance. Centric Software pioneered mobility, introducing the first mobile apps for PLM, and is widely known for connectivity to dozens of other enterprise systems including ERP, DAM, PIM, e-com, planning and more as well as creative tools such as Adobe® Illustrator and a host of 3D CAD connectors. Centric’s innovations are 100% market-driven with the highest user adoption rate and fastest time to value in the industry. All Centric innovations shorten time to market, boost product innovation and reduce costs.

Centric Software is majority-owned by Dassault Systèmes (Euronext Paris: #13065, DSY.PA), the world leader in 3D design software, 3D digital mock-up and PLM solutions.

Centric Software has received multiple industry awards and recognition, including being named by Red Herring to its Top 100 Global list in 2013, 2015 and 2016. Centric also received various excellence awards from Frost & Sullivan in 2012, 2016, 2018 and 2021.

Centric Software is a registered trademark of Centric Software Inc. All other brands and product names may be trademarks of their respective owners

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