Israeli Skincare Brand Promise Launches First Physical Store at Duty-Free
After a decade of operating exclusively online, Israeli skincare brand Promise is expanding into physical retail with its first-ever standalone counter at James Richardson Duty Free in Terminal 3, Ben Gurion Airport. The new stand, set to open on September 15, will allow travelers to experience Promise's products firsthand, test textures, and make purchases.
This move also marks the introduction of travel-sized products and special gift sets, previously unavailable. Promise, founded in 2016, leverages extensive professional experience in cosmetic development, focusing on effective active ingredients combined with a pleasant user experience. The brand offers solutions for various skin concerns, including oily skin, acne, pigmentation, hydration, and sun protection, alongside services like skin analysis and personalized routine consultations. A unique "love it or your money back" policy, including shipping costs, is also a hallmark of the brand.
The duty-free launch will operate under the slogan "We Got You," extending Promise's customer service ethos to the travel environment. Approximately 15 different products will be available, including the new travel-sized items and curated sets. A best-seller trio will be priced at $99, and a buy-two-get-one-free offer will be available on the brand's cleansing foam and Finish Line sunscreen.
Assaf Dekel, founder and owner of Promise, expressed excitement about this milestone, stating, "After a decade of building Promise online only, seeing our first physical, branded stand, and at duty-free, is an exciting landmark for me. Until now, customers knew us through the screen, and now they can meet Promise up close, try the products, and feel the textures." He added that the "We Got You" message reflects the brand's desire to be there for customers in the physical world, right before their flight.
Shani Einbar Kriti, VP of Marketing at James Richardson Duty Free, welcomed the addition, noting, "We are happy to welcome Promise to duty-free, an Israeli skincare brand that grew and succeeded in the digital world and is now taking its first steps in the physical world." She believes Promise's presence will expose the brand to new audiences and that the travel-exclusive formats and sets will create an attractive shopping experience for travelers, laying the groundwork for future collaborations.
