Sales: $120 million (estimated).
Key Personnel: Dr. Howard Murad, chief executive officer and founder; Fred A. Gysi, chief financial officer; Richard Murad, general manager; Jeff Murad, vice president, new product development; Hilarie Murad, president, Murad Family Foundation.
Major Products: Rapid Age Spot & Pigment Lightening Serum; Rapid Collagen Infusion.
New Products: Acne Spot Fast Fix, Acne Clearing Solution, Skin Smoothing Polish; To Be Launched: Transforming Powder, Intensive Age-Diffusing Serum, Age-Balancing Moisture Broad Spectrum SPF 30 | PA+++.
Comments: In the past 12 months, reinforcing its commitment to being a consumer-centric organization aimed at leading in the prestige skin care market, Murad adopted a new go-to-market strategy that focuses on the consumer with relevant messaging and media that demonstrates an understanding and appreciation of its consumer’s lifestyle, drives brand awareness, and reinforces the brand’s prestige, dermatologist-developed, clinical equity. It ran two integrated campaigns, one supporting Rapid Age Spot Pigment & Lightening Serum, its No. 1-selling product, and another supporting the launch of two new acne products. These campaigns employed a surround sound media approach that tapped into the fragmented-media, multi-screening habits and beauty-oriented interests of the consumer to drive double-digit growth on each product line.
Additionally, this September, Murad will be celebrating its 25th anniversary. Since 1989, Dr. Murad has channeled his unique expertise and exceptional depth of experience to develop significantly effective skin care formulas. Dr. Murad continues his innovative research and holds 19 patents for advances in the science of skin health today.
In this milestone year, Murad is rededicating itself to Dr. Murad’s vision of Inclusive Health, helping people to look better through high-performance skin care and to “Live Better and Feel Better” through guidance on nutrition, exercise, stress reduction and the pursuit of passion.