Unilever International Global Travel
Retail will present two major new brands – Murad and Living Proof – at this
year’s TFWA Tax Free World Exhibition in Cannes (Green Village: K64). Murad made its travel retail debut in May, at
Copenhagen International Airport Terminal 2.
Leading clinical skincare brand Murad
was acquired by Unilever in 2015, in line with the company’s strategy to
consolidate its position as a key player within the personal care prestige
segment. Living Proof, an innovative premium hair care brand renowned for its
problem-solving positioning, was acquired in 2017. Living Proof is also sponsoring
TFWA’s Well-Being Lounge (Golden
Village: Level 1) and offering instant hair transformations at this year’s
show. The Style Bar will be hosted by Living Proof Global Creative Director
Michael Shaun Corby (see separate bio).
Founded by dermatologist and
pharmacist Howard Murad in Los Angeles in 1989, Murad is considered to be the
first modern doctor brand. Today Murad is distributed in 42 countries and
through 30,000 skincare professionals globally. It is underpinned by the
concept that ‘Skincare is Healthcare’, and that there is a powerful, yet often
overlooked connection, between the mind, the body and the skin.
Murad’s extensive product portfolio
addresses every common skin concern, and is suitable for every age, skin type
and environment. The key categories include Age Reform, Environmental Shield,
Resurgence, Technoceuticals, Sensitive, Blemish, White Brilliance, Anti-Ageing
Blemish and Pore Rescue.
Murad is especially strong within the
anti-ageing sector; its Retinol Youth Renewal Serum is the number one retinol
product in the US, thanks to its next-generation formula that delivers powerful
results with minimal irritation. Murad is also regarded as an authority within
the acne, pigmentation and hydration product categories.
“We are thrilled to introduce such a
groundbreaking and successful skincare brand to the travel retail channel,”
commented Unilever Global Travel Retail Manager Rosalyn Frayna. “Murad is well
known domestically all over the world, through professional salons, spas and
specialist retailers such as Sephora, Nordstrom and Ulta. Its authentic
dermatologist heritage, allied to its holistic wellbeing principles, are a winning
combination that is sure to appeal to a broad range of travellers. We firmly
believe that Murad will prove to be a wonderful complement to our existing
portfolio, and allow us to significantly strengthen our travel retail presence
and positioning within the key beauty category.”
According to NPD Group data, Living
Proof is the number one prestige hair care brand in the US. It uses
breakthrough science and patented technology originating from The Massachusetts
Institute of Technology (MIT) to solve common hair issues such as frizz, damage
and fullness. The brainchild of hair stylists and biotech scientists who were
frustrated by the limitations of conventional products, the brand aims to solve
hair problems differently, by directly addressing their root causes.
Living Proof offers much more than a
quick, superficial fix. Its products are designed to deliver visibly healthier
hair and styles that last. All Living Proof products are free from silicones,
parabens, phthalates, and are not tested on animals. They are safe for use on
coloured and chemically treated hair.
The Living Proof portfolio includes
at least 20 patents and over 50 different products, which have won more than 150
awards to date. Its Perfect Hair Day Dry Shampoo (an ideal product for travellers)
is the number one ranking SKU within US prestige hair care.
“We see so much untapped potential
for hair care and hair styling within travel retail,” noted Frayna. “Living
Proof is all about using breakthrough science to deliver transformations. The
brand already has a strong, loyal clientele on the domestic market. There is
nothing like it available in travel retail, and we are confident that its
problem-solving, time-saving positioning will be hugely appealing to travellers
who are keen to keep their hair looking and feeling its best while on the
move.”
Unilever will bring an extended team
to Cannes this year, to help support its new prestige launches from Murad,
Living Proof and AHC, which was previewed to duty free and travel retail at
this year’s TFWA Tax Free Asia Pacific Exhibition in May. To make an
appointment, please email Rosalyn.Frayna@unilever.com
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