Unilever predicts healthy future for Murad in Asia Pacific travel retail beauty market

Unilever International Travel Retail will highlight Murad beauty products at the upcoming TFWA Asia Pacific Exhibition (Basement 2 J27).

As reported, Murad, which was founded in Los Angeles in 1989 by dermatologist and pharmacist Dr Howard Murad, aims to extend its footprint in travel retail.

The brand has a ‘Skincare is Healthcare’ motto and  is considered a leader in skincare formulas which achieve significant results without surgery. Its products address common skin concerns, said Unilever.

Murad targets common skincare problems, including hydration, with products such as this Nutrient-Charged Water Gel.

Unilever said Murad complements its existing portfolio and will allow the company to strengthen its travel retail presence and positioning within the beauty category.

Unilever International Travel Retail Business Development and Marketing Manager Rosalyn Frayna said: “Murad is a brand that we believe will be of very high interest to Asian consumers.”

Frayna noted the strength of the skincare category in Asia and the “ever-increasing” demand for cruelty-free products. She predicted Murad will be “highly successful and sought-after” in the region.

‘Skincare is Healthcare’: Murad makes its debut at the upcoming Asia Pacific Exhibition.

Unilever will also highlight the AHC range, which was launched at last year’s TFWA Asia Pacific exhibition.

“The AHC range has gained tremendous popularity amongst Chinese and Korean consumers, with our key products including the Eye Cream for Face, Hydra B5 range and of course the masks,” Frayna concluded.

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