An exclusive retail partnership with Sephora means the brand is ranged in the environment of discovery beauty brands, an area the retailer excels in.
The team responsible for debuting Unilever-owned Murad in Australia is headed by two seasoned industry professionals, who over the past 14 years have both worked for the leading names in retail beauty. Emma Hindmarsh – Marketing Manager and David Whyte – AsiaPac Global Educator, know retail and skincare inside out.
In line with today’s conscious consumer’s thinking, Dr Murad’s founding principle in 1989 was the philosophy that everything is connected. What he refers to as Connected Beauty: the whole-person approach to beauty that inspires them to nourish their skin with efficacious products, eat their water by consuming water-rich fruits and vegetables, awaken their body through physical activity and be kind to their mind by taking time out from devices, social media and ‘cultural stress’. “I believe there is a powerful – but often overlooked – connection between mind, body and health,” says Dr Murad.
The ranges cover off a wide spectrum of well-known skincare concerns with colour-coded collections to ease customer navigation. “Murad is a true clinical brand that gives clinical results. There are seven collections – customers can mix and match based on what their needs are,” David tells esprit Magazine.
Lancôme partners with 9 leading brands; Lara Srokowski, Director of Artistry for Lancôme Australia creates modern beauty looks for Mercedes-Benz Fashion Week Australia.
Innovation might be the most loved buzzword in the beauty industry. But marketing keeps repeating itself. The end of World War II ushered in the modern consumer age and every new generation since has been targeted as the next big thing. That’s a logical move, of course, but each and every time an over-emphasis on youth has been shown to have limitations. It’s ironic that the word Youthquake was nominated as the word of the year for 2017 because it first surfaced in the 1960s to refer to the consumer impact of then-young Baby Boomers.