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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Murad: Doctor brand introduces Hybrids, a line of four cosmetic/skin-care products designed to brighten skin and conceal flaws while offering anti-aging benefits. Eye Lift Illuminator and Eye Lift Perfector, both 0.06 oz., "increase skin firmness by 50% in just 15 minutes with 5x Firming Technology," while products' Re-Luminate Complex and Smart Moisture System work to hydrate and reduce dark circles instantly and over the long term, company claims. Skin Perfecting Primer, in 1-oz. dewy and matte finish versions, contain Pore Factor-5 to minimize the appearance of pores and regulate oil production "as well as the Adaptive Shade Technology which creates the perfect skin tone match so it can be used under or in place of foundation," according to April 27 release. Priced at $35, "each of these intelligently engineered formulas combines multiple high-performance technologies into a single, convenient 2-in-1 problem solver." Products are available at the Murad Inclusive Health Spa, Murad.com and leading specialty stores, salons and spas. Murad's White Brilliance line - launched on a limited basis in March - also offers consumers more bang for their buck, not only brightening skin but reducing pores as well (1"The Rose Sheet" March 22, 2010)
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