"On Wednesday, May 11 and Thursday, May 12, Ahava US, the U.S. arm of the Israeli cosmetics firm based in an illegal West Bank settlement, and @birchbox, an online cosmetics retailer, ran a marketing contest on the social media site Twitter using the hashtag #AhavaReborn, which is the slogan for Ahava’s current rebranding campaign. Members of the public were invited to submit beauty care questions with the lure of a prize of $300 worth of Ahava products for the best query.
US group CODEPINK Women for Peace, which manages the Stolen Beauty Ahava Boycott campaign, alerted other BDS activists about the marketing campaign and suggested using the opportunity for a culture jam to subvert Ahava’s rebranding effort.
What followed can only be described as a total disaster for Ahava. From early Wednesday European time and for the next 48 hours BDS campaigners flooded the twitter stream #AhavaReborn with hundreds of messages advocating the boycott of Ahava products. The BDS campaigners hailed from the US, UK, Netherlands, Belgium, South Africa, Singapore, Occupied Palestine and elsewhere, reflecting the international nature of the campaign against Ahava."