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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Murad whitening: New White Brilliance regimen from Murad not only "lightens and brightens" skin but also offers anti-aging benefit by minimizing appearance of large pores, company says March 12. Noting that lightening products have been associated with "harsh side effects," Murad touts its proprietary 3XWhite formula containing vitamin C to clarify and stimulate collagen production while evening out skin tone, an unnamed "gentle exfoliator" to promote cell turnover, and tyrosinase inhibitors, which "provide intense whitening of existing dark spots and help prevent future dark spots and hyperpigmentation by interrupting skin's melanin production cycle." White Brilliance regimen - consisting of Gentle Cleanser ($30 for 135 ml.), Wrinkle and Pore Refining Treatment ($89 for 30 ml.) and Illuminating Day Moisture SPF 30/PA+++ ($65 for 50 ml.) - launches this month exclusively at Murad's flagship Inclusive Health Spa in El Segundo, Calif. Firm says it has no immediate plans to expand product's distribution but "wouldn't rule it out" down the line. Murad's Environmental Shield Day Regimen, which sells online for $135 and features Essential-C Cleanser, Age Spot and Pigment Lightening Gel and Essential-C Day Moisture SPF 30, also addresses "freckles, age spots and other unwanted pigmentation" while reducing signs of aging, doctor brand says online
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