Pure Beauty

Murad targets men with new taco truck pop-up

By Becky Bargh | Published: 8-Jan-2020

Alongside the pop-up, Murad has launched its Retinol for All campaign to entice new customers to the brand

Premium beauty brand Murad has set its sights on attracting a new audience with its Retinol for All campaign.

As part of the initiative, Murad is hoping to boost its market presence among men by hosting a taco truck pop-up event at The Grove shopping centre in Los Angeles, US, on 11 January, for its Youth Renewal Trio range.

Murad has also hired Chanel spokesperson and transgender model Teddy Quinlivan to front the campaign, as well as the brand’s first-ever male model.

Murad’s VP of Consumer Engagement, Ginny Chien, said the pop-up would be an ideal opportunity for men to engage with the line.

Murad targets men with new taco truck pop-up

“The brand has been going through an evolution in social and digital over the past few years, but we haven’t yet been able to bring this newly evolved brand to men and all those who may not have been engaged with Murad previously.”

She continued: “Because of the rise in market demand for men’s skin care and overall wellness, and because retinol is a universal ingredient, we thought this campaign was an appropriate opportunity to reach these new audiences.”

The line includes a face serum, eye serum and night cream, and is designed to deliver quick results with Murad’s blend of Retinol Tri-Active Technology, while being gentle on skin.

The collection is available online and in-store.

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