Senior members of the L'Oreal Group, led by Eli Sagiv – CEO of L'Oreal Israel, Ilan Nakash – Director of the Consumer Products Division and Daniela Froski Sion – Director of Communications and Corporate Responsibility, hosted about 250 guests last night (Sunday, September 22) to launch a men's grooming brand in Israel: L'Oreal Men Expert.

The event was held in the new lighthouse that opened this week at the Brown Hotel in Tel Aviv, which was designed in the spirit of the brand with motifs taken from the male world. Guests enjoyed a trendy mingling, a fine drinks bar, the unveiling of the new brand, and a show by creators Guy Vihel.
Senior L'Oreal Israel at the launch of the men's skincare brand Photo by Amir Meiri
The event was opened by Eli Sagiv, who said: "L'Oreal Israel continues to expand its brand portfolio in Israel and strengthen its leadership in the cosmetics market, with the launch of the world's leading facial care brand for men. "For a real need. The male grooming market will be an important growth engine in the coming years and it joins a team of powerful brands that the L'Oreal Group offers in Israel."
From the right – Eli Sagiv, Daniela Prosky-Sion, Ilan Nakash, photographed by Gadi Sierra
Ilan Nakash, CEO of the Consumer Products Division, said: "By introducing the new brand to Israel, we strive to lead the male facial care market at affordable prices and with a broad distribution strategy."
Come to experience and be impressed: businessman Manny Weizmann, Ofer Levy – VP of Marketing and Trade at the Super-Pharm chain, Dr. Lehavit Ackerman and her husband businessman Yishai Ackerman, Yochai Reifeld – owners of the Pango app, Yaron Tishbi – owner of the Israel Land Company, diamond and man The businesses Israel Or, the actors: Maggie Ezerzer, Chen Amsalem, and Maor Zaguri, Eden Harel and Oded Menashe, Oz Zehavi, Luna Mansour, the chefs: Israel Aharoni, Tzachi Bukashster, the model Liran Kohner and her husband Guy Giro and more.
The one who surprised Eli Sagiv was the actress Maggie Ezerzer, who took the stage and sang him a happy birthday.
To the right are Eli Sagiv and Manny Weizmann. Photography – Gadi Sierra