Moroccanoil

Last updated

Moroccanoil Israel, Ltd.
Moroccanoil
Company type Private
Industry Cosmetics
Founded2008(16 years ago) (2008) in Montreal, Canada
Founders
  • Carmen Tal
  • Ofer Tal
Headquarters 57th St., Manhattan, ,
U.S.
Area served
Worldwide
Key people
Products Argan oil-based hair care products
Revenue US$60.6 million [1]  (2024)
Number of employees
≥500 [1]  (2024)
Website www.moroccanoil.com

Moroccanoil is an Israeli [2] [3] cosmetics company headquartered in New York City, [4] [5] [6] specializing in hair care products containing argan oil. The company was founded in 2008 in Montreal by Chilean-Canadian Carmen Tal and her Israeli then-husband Ofer Tal. [7] [8] [9]

Contents

History

Foundation

The original business at the basis of Moroccanoil was started by Israeli brothers Mike and Erik Sabag in 2003, when Mike, a hairdresser, experimented the protective properties of argan oil, which was brought to them by their mother after a trip to her native Morocco. The two began selling the product to hair salons in the Tel Aviv area. [10]

Carmen Tal recounts having discovered the product when receiving a treatment in a salon in Tel Aviv, where she had travelled to attend her sister-in-law's wedding; Tal, whose hair had been damaged by an aggressive dye in her own salon in Montreal, observed a quick recovery following the repairing treatment. Her husband Ofer Tal contacted the manufacturer of the product and acquired distribution rights in North America. [4] [7] [8] [11] [12] After the treatment proved commercially successful in America, the couple purchased the company in 2008 and moved production to a new plant in northern Israel. [8] [11]

Operations

As of January 2013, 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem", [1] [4] [11] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets. [13] The company has production facilities in Israel, Italy and Canada, [14] [15] as well as offices in Montreal (where it has its legal department), Rishon LeZion (where it is legally registered), Edgware, Frankfurt, Tokyo and formerly São Paulo. [2] [4] [16] [17] [18] [19]

Moroccanoil publicly displays commitment to cruelty-free products and sustainability, with reduction of single-use plastic, prevention of soil contamination and groundwater pollution, partnerships with environmental and animal rights groups (including PETA, Oceana, Green Circle Salons, the Humane Society of the United States and the Sato Project), and its main production plant being solar-powered to prevent greenhouse gas emissions. [15] [20] [21] [22]

Marketing

Moroccanoil sells its products in over 85 countries worldwide, [23] [24] mostly business-to-business to beauty salons; however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops. [11] [25] [26] In addition, a number of celebrities (including Angelina Jolie, Brie Larson, Emily Blunt, Fergie, Iman, Jack Grealish, Jennifer Lopez, Jessica Biel, Jessica Simpson, Katy Perry, Lily Aldridge, Madonna and Margot Robbie) and fashion houses (including Badgley Mischka, Carolina Herrera and Roberto Cavalli) have been reported to use the company's products. [4] [11] [27]

Moroccanoil became the main sponsor ("presenting partner") of the Eurovision Song Contest following the 2019 edition in Tel Aviv, since when its "team of world-class professional hairstylists" has worked on the performers and hosts in the backstage, [28] and the contest's red carpet event has been renamed "turquoise carpet" after the company's brand colour. [29] The sponsorship was initially set to expire in 2024; however, shortly after the 2024 contest, the company suggested that it would continue to sponsor the event in 2025. [30] [31]

Criticism

Moroccanoil has been accused of lacking transparency over the exact location of its production facilities other than labelling its products as "made in Israel" or "made in Canada", with activists, including from the BDS movement and CJPME, calling to boycott the company over the possibility that it operates in the Israeli-occupied Palestinian territories while "distracting" consumers through a "glamourous" portrayal of its products. The "Moroccan" branding has also drawn criticism due to the company's lack of ties with Morocco, with accusations of deliberate cultural appropriation to pose as non-Israeli and avert boycotts. [1] [14] [20] [32] [33]

Related Research Articles

<span class="mw-page-title-main">Morocco in the Eurovision Song Contest</span>

Morocco participated in the Eurovision Song Contest for its first and only time at the 1980 contest. Its selected song "Bitakat Hob", sung in Arabic and performed by Samira Bensaïd, placed second to last. The country has not returned to the contest since.

<span class="mw-page-title-main">Israel in the Eurovision Song Contest</span>

Israel has participated in the Eurovision Song Contest 46 times since making its debut in 1973. The current Israeli participant broadcaster in the contest is the Israeli Public Broadcasting Corporation (IPBC/Kan). Israel has won the contest four times, and has hosted the contest in Jerusalem in 1979 and 1999, and in Tel Aviv in 2019.

<span class="mw-page-title-main">Reichman University</span> Private research university in Herzliya, Israel

Reichman University is Israel's only private university, located in Herzliya, Tel Aviv District. It was founded in 1994 as the Interdisciplinary Center Herzliya(IDC Herzliya, Hebrew: המרכז הבינתחומי הרצליה) private college, before being rebranded in 2021.

<span class="mw-page-title-main">Expo Tel Aviv</span> Convention center in Tel Aviv, Israel

Expo Tel Aviv (formerly the Israel Trade Fairs and Convention Center and later the Tel Aviv Convention Center, commonly referred to as Ganei HaTaarucha or the Tel Aviv Fairgrounds, is a fairground complex on Rokach Boulevard in northern Tel Aviv, Israel used as a venue for concerts, exhibitions, trade fairs and conferences.

<span class="mw-page-title-main">Erez Tal</span> Israeli television and radio host (born 1961)

Erez Moshe Tal is an Israeli television host.

<span class="mw-page-title-main">Assi Azar</span> Israeli television personality

Assi Azar is an Israeli television host and screenwriter. He is the creator of the romantic comedy TV series Beauty and the Baker and co-creator of the new TV series, Metukim.

<span class="mw-page-title-main">BAZAN Group</span> Oil refining and petrochemicals company located in Haifa Bay, Israel

BAZAN Group,, formerly Oil Refineries Ltd., is an oil refining and petrochemicals company located in Haifa Bay, Israel. It operates the largest oil refinery in the country. ORL has a total oil refining capacity of approximately 9.8 million tons of crude oil per year with a Nelson complexity index of 9. ORL provides a variety of products used in industrial operations, agriculture and transportation. ORL is Israel's largest integrated refining and petrochemical facility. The company also provides storage and transportation services for oil fuel products, as well as electricity and steam to industrial customers in the region.

Events in the year 1977 in Israel.

<span class="mw-page-title-main">Ofer Nimrodi</span> Israeli jurist, businessman and publisher

Ofer Nimrodi is an Israeli jurist, businessman and former publisher.

<span class="mw-page-title-main">Iceland–Israel relations</span> Bilateral relations

Iceland–Israel relations refers to the diplomatic relations between Iceland and Israel. Both nations are members of the Organisation for Economic Co-operation and Development and the World Trade Organization.

<span class="mw-page-title-main">Idan Ofer</span> Israeli business magnate and philanthropist

Idan Ofer is an Israeli billionaire businessman and philanthropist, with interests in shipping, energy, mining and sports. He is the founder of the principal of the Quantum Pacific Group, a holding company. He is majority shareholder of the Israel Corporation, listed on the Tel Aviv Stock Exchange, as well as Kenon Holdings, listed on the Tel Aviv and New York Stock Exchange. He is also the owner of the Israeli holding company Lynav Holdings and the Dutch-based Ansonia Holdings.

<span class="mw-page-title-main">Eurovision Song Contest 2019</span> International song competition

The Eurovision Song Contest 2019 was the 64th edition of the Eurovision Song Contest. It took place in Tel Aviv, Israel, following the country's victory at the 2018 contest with the song "Toy" by Netta. Organised by the European Broadcasting Union (EBU) and host broadcaster the Israeli Public Broadcasting Corporation (IPBC/Kan), the contest was held at Expo Tel Aviv, and consisted of two semi-finals on 14 and 16 May, and a final on 18 May 2019. The three live shows were presented by Israeli television presenters Erez Tal, Assi Azar and Lucy Ayoub, and Israeli model Bar Refaeli.

Ireland participated in the Eurovision Song Contest 2019 with the song "22", performed by Sarah McTernan and written by Janieck Devy, Marcia "Misha" Sondeijker and Roel Rats. The song and the singer were internally selected in March 2019 by the Irish broadcaster Raidió Teilifís Éireann (RTÉ) to represent the nation at the contest in Tel Aviv, Israel.

The following lists events in the year 2019 in Israel.

<span class="mw-page-title-main">Lucy Ayoub</span> Arab-Israeli journalist

Lucy Ayoub is an Israeli television presenter, poet and radio host, formerly of the Israeli Public Broadcasting Corporation (IPBC) and currently working for Keshet Media Group. Ayoub co-hosted the Eurovision Song Contest 2019 alongside Assi Azar, Bar Refaeli and Erez Tal.

<span class="mw-page-title-main">Home (Kobi Marimi song)</span> 2019 song by Kobi Marimi

"Home" is a song performed by Israeli singer Kobi Marimi. It represented Israel in the Eurovision Song Contest 2019, in Tel Aviv. It finished in 23rd place at the final, with 35 points. The song was released on 10 March 2019.

<span class="mw-page-title-main">Telemóveis</span> 2019 song by Conan Osíris

"Telemóveis" is a song by Portuguese singer-songwriter Conan Osíris, which represented Portugal at the Eurovision Song Contest 2019 in Tel Aviv, Israel.

The Eurovision Song Contest is an international song competition organised annually by the European Broadcasting Union (EBU) which features participants representing primarily European countries. One of the stated aims of the contest is that the event is of a non-political nature, and participating broadcasters and performers are precluded from promoting or referring to anything of a political, commercial or similar nature during the contest. However, several controversial moments have occurred since the event's creation in 1956, which have included political tensions between competing countries being reflected in the contest's performances and voting, disqualification of entries due to political references in song lyrics, and demonstrations against certain countries competing due to said country's politics and policies.

Israel was represented at the Eurovision Song Contest 2024 with the song "Hurricane", written by Avi Ohayon, Keren Peles, and Stav Beger, and performed by Eden Golan. The Israeli participating broadcaster, the Israeli Public Broadcasting Corporation (IPBC/Kan), selected its representative through the show HaKokhav HaBa, in collaboration with commercial broadcaster Keshet and Tedy Productions, while the song was internally selected. The Israel–Hamas war impacted the production of the show and brought Israel's participation in the contest into controversy.

References

  1. 1 2 3 4 Haskouri, Khouloud (10 May 2024). El Masaiti, Amira (ed.). "How Morocco's Argan fuels a $62 million Israeli business and became a scientific experiment". Hespress . Retrieved 24 May 2024.
  2. 1 2 "Datenschutzrichtlinie" (PDF) (in German). Moroccanoil. 29 December 2020. Retrieved 1 June 2024.
  3. "MOROCCANOIL UK LIMITED persons with significant control". gov.uk . Government of the United Kingdom . Retrieved 1 June 2024.
  4. 1 2 3 4 5 Strauss, Alix (25 February 2013). "Moroccanoil Magic". NUVO. Retrieved 23 May 2024.
  5. "Moroccanoil Headquarters and Office Locations". Craft.co. Retrieved 24 May 2024.
  6. "Moroccanoil Opens State-of-the-Art Academy in NYC". American Salon. 23 January 2020. Retrieved 31 May 2024.
  7. 1 2 "Day in the Life: Moroccanoil co-founder Carmen Tal". Glossy . 2 July 2018. Retrieved 13 May 2024.
  8. 1 2 3 Pérez, Gervasio (11 September 2018). "Carmen Tal, la mujer detrás del éxito de Moroccanoil". Mujer Hoy (in European Spanish). Retrieved 4 June 2024.
  9. "What is Moroccanoil". Painted by Anavel. Retrieved 31 May 2024.
  10. Infantry, Ashante (4 July 2013). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star . Retrieved 6 June 2024.
  11. 1 2 3 4 5 Dudescu-Besner, Keren (30 January 2013). "The multi-million dollar bad hair day". The Jerusalem Post . Retrieved 25 May 2024.
  12. Boodhan, Veronica (16 October 2018). "A Chat with Moroccanoil Co-Founder, Carmen Tal". Salon Magazine. Retrieved 18 May 2024.
  13. "Material Safety Data Sheet" (PDF). Moroccanoil. 23 February 2012. Retrieved 1 June 2024.
  14. 1 2 "Boycott Campaign: Moroccan Oil". CJPME . April 2012. Retrieved 24 May 2024.
  15. 1 2 Ireland, Kapila (2 June 2023). "Moroccanoil set to expand in China and Middle Eastern markets". DFNI. Retrieved 25 May 2024.
  16. Camins, Marla Deborah (14 August 2018). "Moroccanoil Co-Founder Carmen Tal on the Brand's 10 Year Anniversary". Beauty Launchpad. Retrieved 13 May 2024.
  17. "Moroccanoil U.S. privacy policy". Moroccanoil. July 2023. Retrieved 1 June 2024.
  18. "Société MOROCCANOIL DE GMBH - SIREN 913 539 706". Annuaire des Entreprises (in French). Government of the French Republic . Retrieved 2 June 2024.
  19. "MOROCCANOIL UK LIMITED overview". gov.uk. Government of the United Kingdom. Retrieved 2 June 2024.
  20. 1 2 Cappolla, Danielle (18 August 2023). "Are Moroccanoil's Products Clean and Sustainable? We Investigate". Better Goods. Retrieved 28 May 2024.
  21. "Our Operations". Moroccanoil Professionals. Moroccanoil. Retrieved 25 May 2024.
  22. "Our Stance On Animal Testing". Moroccanoil. 20 April 2022. Retrieved 2 June 2024.
  23. "Moroccanoil". Moroccanoil. Retrieved 24 May 2024 via LinkedIn.
  24. "Moroccanoil Hair Products". Art + Science. Retrieved 2 June 2024.
  25. Sieracki, Jill (29 August 2016). "Moroccanoil Cofounder Is A Force Of Nature". CBS News Philadelphia. CBS . Retrieved 25 May 2024.
  26. Daykin, Jerry (9 May 2024). "Are sponsors making the most of the Malmö Eurovision?". The Drum. Retrieved 13 May 2024.
  27. Bradbury, Sarah (20 March 2023). "Moroccanoil's cult Treatment loved by Margot Robbie has over 28,000 five-star reviews at Amazon!". Mirror Online . Retrieved 7 June 2024.
  28. "Moroccanoil becomes Presenting Partner of Eurovision 2020". Eurovision.tv. European Broadcasting Union. 14 August 2019. Retrieved 13 May 2024.
  29. Adams, Oliver (8 May 2022). "LIVE: Eurovision 2022 Opening Ceremony Turquoise Carpet". Wiwibloggs . Retrieved 26 May 2024.
  30. "Moroccanoil X Eurovision". Moroccanoil. Retrieved 13 May 2024.
  31. Østbø, Stein (31 May 2024). "Eurovision: Moroccanoil fortsetter som hovedsponsor". VG (in Norwegian Bokmål). Retrieved 1 June 2024.
  32. Irving, Sarah (26 June 2015). "Moroccanoil — Israeli hair products that glamorize apartheid". The Electronic Intifada . Retrieved 24 May 2024.
  33. Jazouani, Hanane (16 April 2013). "Comment la marque de beauté MoroccanOil fait la richesse d'Israël et la honte du Maroc". Yabiladi.com (in French). Retrieved 5 June 2024.

See also