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 42 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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