With a new ad campaign, revamped packaging and product overhaul, Murad is looking to showcase its expertise in the retinol category.
The Los Angeles-based skin care brand, founded in the Seventies by Dr. Howard Murad, last week unveiled the brand’s new Retinol Tri-Active Trio at a bowling party at Highland Park Bowl in Highland Park, an historic part of Los Angeles. As guests aimed for strikes, helped themselves to tacos and sipped cocktails, they also checked out the product trio – Retinol Youth Renewal Serum, Retinol Youth Renewal Eye Serum and Retinol Youth Renewal Night Cream.
Although Murad has long been known for its retinol-based products, the party was held to celebrate a relaunch of its signature products, said Michelle Shigemasa, Murad’s CEO.
“We looked at this launch as an opportunity to refresh and reinvigorate our retinol authority by garnering the latest in technology to expand consumer benefits, as well as upgrade packaging,” she said. “We want to continue to lead in this important category.” Furthermore, Michelle said that it was important for the brand’s advertising efforts to reflect the current spirit of diversity. Its latest marketing campaign, which launched in the middle of December, features models of various ethnicities, and includes transgender model, Teddy Quinlivan. Michelle said the idea behind the new campaign was to “expand the anti-aging conversation in a more inclusive and positive way, by tapping into all demographics.”
Products use the brand’s Retinol Tri-Active Technology, a combination of three technologies to deliver ingredients to the skin in a safe and effective way. While retinol is often perceived as being for occasional use only, Michelle said the new products “allow the benefit of daily retinol use, without the skin irritation that’s often expected from retinol,” she said.
Packaging is a fresh, bright green, and designed to be gender neutral.
“Everyone, not just the female prestige skin care consumer, can benefit from the youth-promoting benefits of retinol,” she said.
Ingredients include hyaluronic acid to hydrate; marine kelp to lift, firm and brighten; niacinamide to aid with elasticity and to fortify skin’s protective barrier. The Eye Serum ($85) also has Cotton Wool Grass Extract, known for its hydrating properties; the Night Cream ($82) contains picolinamide, which targets skin conditions including rosacea, acne, eczema, dermatitis and hyper pigmentation; the Serum ($89) contains swertia flower extract to help skin stay resilient.
The line will continue to roll out at Sephora and Ulta locations nationwide through January.