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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Marketing In Brief
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