BEAUTY / MURAD
Work
Murad
FROM SPA SANCTUARY TO RETAIL RADIANCE: TRANSLATING CLINICAL EFFICACY FOR THE AT HOME GLOW
THE CHALLENGE Murad, a pioneer in doctor-developed skincare, faced the crucial task of transitioning from an exclusive spa and professional-only brand to a successful retail presence. The challenge was multifaceted: how to communicate the profound efficacy and clinical integrity of a brand founded by Dr. Murad to a broader retail audience, while simultaneously empowering consumers to achieve that sought-after "spa glow" on their own.
THE CREATIVE STRATEGY & CREATIVE DIRECTION My approach centered on developing a core creative strategy for Murad's retail expansion, showcasing the "spa glow" as an attainable experience by following the steps to optimal skincare health at home and emphasizing tangible skin benefits. This included creative brand development and packaging design, which highlighted Dr. Murad's authority and the brand's scientific foundation through clear, benefit-driven communication and visual cues that conveyed clinical credibility.
THE RESULT The strategic creative foundation I established provided Murad with a clear, actionable framework for its retail repositioning. This work significantly shaped how the brand communicated its doctor-developed science and desired aesthetic results, ultimately supporting its successful expansion beyond professional channels and enhancing consumer understanding.
