The new store offers a wide variety of cosmetics, make-up and perfume brands, including the exclusive brands that April imports to Israel, including the collection of boutique brands that April has been specializing in for over a decade.
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Merav Eliyahu, the VP of marketing and trade of the April chain, said: “April is a leading beauty chain that has been influencing the beauty world in Israel for years and is developing along with it. We bring to Israel the perfume and care products of the world’s leading brands, product innovation, as well as the newest trends and trends in the world, and all of this is wrapped in a unique shopping experience. We decided to further expand and base our operations in Tel Aviv, understanding that it is the economic and business center of the country and getting to know the consumers who appreciate exclusive brands such as those found in our boutique perfume collection, alongside the make-up and care brands marketed online.”