Israeli Beauty Products Company Ahava Complicit in the Sins of Occupation
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AHAVA did not respond to inquiries for comment.
The Stolen Beauty campaign, which began in the aftermath of the brutal Israeli invasion of the Gaza Strip in 2008-'09, is part of the larger boycott, divestment and sanctions (BDS) movement that grew out of a 2005 call by a vast swathe of Palestinian civil society groups for BDS against Israel. Modeled on the anti-apartheid movement that targeted South Africa, the Palestinian-led BDS movement demands that Israel withdraw from the occupied Palestinian territories, implement equal rights for Palestinian citizens of Israel and recognize the "right of return" for Palestinian refugees and their descendants who fled or were expelled from Palestine during the1947-'49 Arab-Israeli war.
"The BDS campaign has become the most effective, morally consistent, nonviolent form of solidarity with the colonized Palestinians against Israel's apartheid and colonial rule," Omar Barghouti, a founding member of the Palestinian Campaign for the Academic and Cultural Boycott of Israel, wrote in an e-mail. "The Stolen Beauty Campaign against Ahava, led by our partner CodePink, is a truly inspiring BDS campaign, as it is creative, focused, well-researched and very effective in conveying the message across to and, more crucially, in mobilizing BDS action in a wider, more mainstream audience."
The Israeli government has taken notice of the growing BDS movement. The Israeli Knesset recently passed a preliminary reading of anti-boycott legislation that would impose fines on Israeli activists promoting boycotts of Israel. A February 2010 report by the Reut Institute, an Israeli think-tank with close ties to Israel's government, identified the BDS movement as an threat to the state.
In the United States, the BDS movement, and the campaign against Ahava, has also generated controversy. After a Washington, D.C.-based group protested in July 2010 against Ahava products being sold in Ulta, a beauty store, the Jewish Community Relations Committee of Greater Washington urged supporters to buy Ahava products.
Brooklyn's Ricky's shop has also become the epicenter of a dispute over the Boycott Ahava movement. After a July 9 protest outside the store led by CodePink's Stolen Beauty and Brooklyn for Peace, which signed onto the campaign in May, a group of rabbis in Brooklyn drafted a letter in response, urging people to buy Ahava products and denouncing the campaign. The rabbis' letter claimed that "CodePink ignores the history and legal status of Mizpeh Shalom" because it is located in "'Area C', a huge section of the West Bank over which Israel, again by joint agreement, was granted full control, except over Palestinian civilians." (The Area C designation comes out of the 1993-era Oslo Accords between Israel and the Palestinian Authority. Area C incorporates all West Bank settlements.)
"Local Jewish leaders find the idea of a boycott of Israel to be a misguided and one-sided approach to a complex and deeply troubling conflict," said Rabbi Andy Bachman, a signatory to the letter and a member of the liberal group J Street's Rabbinic Cabinet. "The problem with a boycott is there's one side that's all right and another side that's all wrong. If that's what the boycotters think, then there really is nothing to discuss. But if not, then why not boycott Palestinian business for years of rejecting peace accords?"
So far, Ricky's has not budged, and continues to sell Ahava products. Dominick Costello, the president of the store, refused to comment.
The relentless targeting of Ahava hasn't gone unnoticed by the company. A letter that has recently been circulated by Ahava to its business partners states that "our company and products have been the subject of unfortunate, ugly and clearly politically motivated smear attacks" that are being pushed by a "couple of small radical fringe organizations, which are part of a larger and more insidious campaign aimed against the State of Israel."