Murad has revealed all the ingredients contained in its skincare products.
In a first for a major prestige skincare brand, the Unilever-owned brand has added a full ingredient list for each of its products on its new website.
The move is part of its parent company’s “ingredient transparency initiative” which was launched in 2017.
At the time, Unilever said it would go beyond labelling requirements to provide in-depth product and ingredient information including “a fragrance ingredient disclosure, a ‘What’s in our Products’ section on Unilever websites, and enhanced fragrance allergen information”.
Unilever chief research and development officer David Blanchard said the British-Dutch transnational, which owns more than 3000 home and beauty and personal care brands, believes that providing such transparency will help build further trust in the company and its brands.
“We are committed to ensuring people have the information they need to choose the right product for them so that is exactly what we are doing, going the extra mile beyond what is already on the label.”
Murad’s new website boasts more than 150 new product pages aimed at “providing increasingly discerning skincare consumers with all of the information they need in the shopping process”.
Each new product page features “a full list of ingredients that the product is formulated with” as well as “educational content on the effectiveness and safety of Murad’s results-driven clinical formulations”.
The website also allows shoppers to browse offerings by key ingredients (or ‘formulated without’ ingredients), skincare concern and product type.
According to Murad CEO Michelle Shigemasa, the “digital flagship” takes the brand’s e-commerce “from transactional to conversational”.
“We’ve designed a website with the consumer in mind,” she said.
“The site gives consumers the tools and information they need about our products – what it is, why it’s different, how to use it and of course some of Dr. Murad’s famed wellness tips
“From learning more about the efficacy of clinical ingredients like retinol and hydroquinone, to picking up recipes with fruits and vegetables that can help with inflammation, the new Murad.com has consumers covered.”
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