According to a Bnei Brak haredi activist, New-Pharm is located next to several very conservative educational institutions, including the Rabbi Wolf Seminary for Girls, known for its strict adherence to modesty rules.
People here do not want their daughters to be influenced by cosmetics and perfume," said the source, who asked to remain anonymous. "It simply is not acceptable."
The demonstrations, which were not organized by mainstream elements, came as a surprise to New-Pharm management, which had consulted with Bnei Brak Chief Rabbi Ya'acov Landau via PR firm McCann Erickson's haredi department.
"We removed condoms from the store, we do not use improper advertisements, we moved the cosmetics department to the back and we market goods that target the haredi population," said New-Pharm spokeswoman Daniella Reisenbach.(Satmar photo: Reuters)