AMBITION
Murad was the first modern, doctor-developed skincare brand, acquired by Unilever in 2015
Despite having lots of good things to say and Dr. Murad’s genuine passion for holistic, inclusive beauty, the brand lacked a focused strategy. A more focused purpose was needed to strengthen the Murad brand
WHAT WE DID
Went back to the roots of the business / brand, as personified in Dr. Howard Murad, working with him and other Murad and Unilever stakeholders to identify what we really wanted to safeguard for the future of the brand within the Unilever Prestige Group
Identified different narratives that could provide clarity and focus for the brand, narrowing down to the one – linking the idea of cultural stress and the key product benefit of hydration – which allowed for the clearest messaging, and engendered the most positive engagement among Murad stakeholders, new and old
Supported the brand relaunch in a PR Summit in NYC, headlined by Arianna Huffington in late 2016, subsequently inputting to the new comms campaign (in development in 2018)
OUTCOMES
‘Connected Beauty’ - with its 4 elements of "Nourish your skin", Eat your water", "Awaken your body" and "Be kind to your mind" - now features across brand comms
New focus on the root product differentiators of hydration and water science
New products are in development guided by the Brand Purpose, delivering holistic beauty benefits
Take a look: