Retail Merchandiser - November/December 2015 - S42

Murad LLC
place no one else is aware of and technology that is far ahead
of the rest of the industry, rather than following someone
else's lead. Dr. Murad says this is because the company firmly believes in making everyone that it touches happier and
healthier. "I believe that we actually have the best product,"
he says. "We research and try to understand who we are
serving and deliver a product that really makes a difference
in their lives."
The most recent example of the company's forward-thinking products is Invisiblur Perfecting Shield SPF 30 Broad
Spectrum PA +++, which is the company's first clear sunscreen product that is designed to treat the visible signs
of aging, blur imperfections and protect skin against UV
damage. According to Dr. Murad, the product's clear nature
means it looks good on any skin tone, as opaque sunscreens
have a tendency to make darker skin tones look ashy. The
blurring aspect of the product also
lessens minor imperfections in the
skin, making the user's skin look
better overall while also providing
full protection from harmful UV
rays. "It's been a big winner for us,"
Dr. Murad says. "A lot of our retailers can't keep it on the shelves."

Full Wellness
Murad understands that skincare is
a vital part of ensuring a person's
overall health and well-being,
which is something that more
and more people have become
aware of over the years. "For us
it's not new, but we have been
focusing on overall wellness
forever," Dr. Murad says, adding that concentrating on a
more holistic perspective has
been one of Murad's core beliefs from the very beginning,
and the rest of the industry is
starting to follow suit.
"There really seems to be a
little bit more of an interest in
this concept of wellness, and I
believe that is something that
will continue to become more
important," Dr. Murad says.
As the rest of the skincare
industry becomes more like
Murad, Dr. Murad says the
company's biggest challenge
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RETAIL-MERCHANDISER.COM

November/December 2015

is making sure it does not
end up being drowned out
in the marketplace. "I think
the biggest challenge for us is
getting our message across as
to who we really are," he says.
However, Dr. Murad believes that the company's recent acquisition by Unilever
will go a long way toward
ensuring that its message is
heard by potential customers. The acquisition has the
potential to make Murad's
message more accessible to a
broader range of people, and
Dr. Murad says the company
is working on honing that
message to take the fullest
advantage of the situation.
"I believe it'll be a stronger,
more vocal message, and we're
working on being able to deliver it in sound bites because
that's what people understand
these days," he says.

New Era
The acquisition by Unilever promises to be the start of a
new era for Murad, as the added resources and scope of
Unilever are expected to help the company break into international markets where it had little penetration before.
Dr. Murad says the company continues to get bigger and
broader as more people get the message about its products,
whether it's through one of the company's infomercials or
Dr. Murad's latest book, "ConGlobal Packaging Inc.
quering Cultural
Stress."
Global Packaging Inc. (GPI) considers itself
Dr. Murad says to be privileged and honored to be a key
that as long as the partner in the supply chain of Murad, LLC for
plastic tubes and airless bottles since 2007.
company contin- The tremendous support of Murad contributues to focus on its ed greatly to the spectacular growth of GPI in
mission of caring the past 8 years. Today we supply in excess
for its customers, of 70 SKUs to Murad.
We are very happy that Murad, LLC found
Murad will conin Unilever a partner with common belief in
tinue to hold a mission of social change and commitment to
leadership posi- improve overall wellness across the globe.
tion now and for We are greatly excited by this merger and
the foreseeable look forward to continue the growth curve of
business with Murad in years to come.
future. O

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