Unilever International Global Travel Retail will highlight two new brands, Murad and Living Proof, at the TFWA World Exhibition (Green Village, K64).
Murad was acquired by Unilever in 2015 and Living Proof in 2017.
Founded by dermatologist and pharmacist Howard Murad in Los Angeles in 1989, Murad is described as the first modern doctor brand. It has a ‘Skincare is Healthcare’ motto and is distributed in 42 countries.
Murad said its products aim to address common skin problems and are suitable for every age, skin type and environment. Key ranges include Age Reform, Environmental Shield, Resurgence, Technoceuticals, Sensitive, Blemish, White Brilliance, Anti-Ageing Blemish and Pore Rescue.
Unilever Global Travel Retail Manager Rosalyn Frayna said: “We are thrilled to introduce such a groundbreaking and successful skincare brand to the travel retail channel. 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, is 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.”
Living Proof is a leading US hair care brand which uses Massachusetts Institute of Technology (MIT) technology to solve common hair issues such as frizz, damage and fullness. The brand said it aims to solve hair problems by addressing their “root causes”.
The Living Proof portfolio offers over 50 products. All are free from silicones, parabens and phthalates, and are not tested on animals. They are safe for use on coloured and chemically treated hair.
“We see so much untapped potential for hair care and hair styling within travel retail,” Frayna added.
“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.”
Living Proof is sponsoring TFWA’s Well-Being Lounge (Golden Village, Level 1) and offering instant hair transformations at TFWA Exhibition. The Style Bar will be hosted by Living Proof Global Creative Director Michael Shaun Corby.
