Oren Revach, General Manager of Estee Lauder Israel, is excited about his newest product. However, unlike the merchandise he has successfully marketed for more than sixteen years as head of Estee Lauder in Israel, this product cannot be touched or held, nor does it emit any fragrance.
It’s called ‘United for Good,’ or UG for short, and it’s a soon-to-be-launched social network and web app that Revach says “will change the world.” Those are lofty goals, but one should not doubt Revach, who has led Estee Lauder to great successes as head of its Israeli operations.
Revach designed UG to be a social network that reports good news and encourages people to do good deeds. Speaking of the current social networks, Revach says, “When all of the social discourse around the world is dangerous, we see shaming and bad news, but we don’t see the good, and our children’s futures are in danger.”
UG’s technological infrastructure is based on the success of Jama, another one of his projects, which is a one-stop shop for expectant mothers that brings together a wide range of information for pregnant women. Jama connects mothers, babies and toddlers up to preschool age and reduces the chance of loneliness and postpartum depression. UG, says Revach, will enable users to share content regarding good deeds and good news in order to help individuals and the community.
UG will be launched shortly before Rosh Hashanah and will enable users to share their stories of inspiration, miracles they have experienced, and beautiful scenes of nature, and allow them to mentor individuals and volunteer with organizations. Revach has reached out to charitable organizations throughout Israel, and when UG users indicate that they want to volunteer, the app will match them with a specific organization in their area.
Unlike other social networks that allow talkbacks, which Revach says contributes to the spirit of unpleasant dialogue on the internet, UG will not allow direct talkbacks, though users can write directly to each other.
In addition to spreading good news, helping others, mentoring, and volunteering, UG will enable users to virtually visit the Western Wall and write a prayer that will be sent virtually to the Wall that will remain in the user’s UG feed. Summarizing UG, Revach says, “UG is a network that brings people together, rather than dividing them.”
Revach then switches gears to discuss new developments at Estee Lauder Israel. Throughout his stewardship, sales and profits have steadily increased. In the coming year, Estee Lauder Israel will release several new brands into the Israeli market, including Kilian Paris, a maker of exclusive luxury fragrances. Born into one of France’s most illustrious dynasties in fine liquors, founder Kilian Hennessy has successfully translated the vision of his forebears into a luxury line of perfumes that now includes ten distinct scents.
Also coming to Estee Lauder Israel this year is the “Origins” skincare brand for face and body, based on natural materials and organic ingredients. The Origins brand was founded in 1990 by Leonard Lauder, son of founder Estee Lauder. One of the line’s best-known products is “A Perfect World” skin cleaner, which uses White Tea as a powerful skin-protecting antioxidant.
Finally, Lauder Israel will be distributing the flagship products of Becca, the Australian makeup brand that recently closed, under the name of its new owner, “Smashbox,” with a combined name of “Smashbox Loves Becca.”
Between Estee Lauder Israel and his UG social network, Oren Revach is a busy man. Success, he says, “is all about people. A leader must be hands-on in good times and bad, listen to his employees, and take care of their families.” Estee Lauder Israel invested in its workers during the pandemic and when it ended, brought them back and renewed its connection with its employees. Oren Revach says, “We have been through a great deal, such as military conflicts and constant elections, but we have remained strong. I thank all of our customers and our workers.”