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Direct Response Marketing

Unilever Agrees to Buy Murad Skin Care

8 Jul, 2015 By: Doug McPherson


LONDON – Unilever has signed an agreement to buy clinical skin care brand Murad. Terms of the deal were disclosed. This follows the recent acquisitions by Unilever of Dermalogica, Kate Somerville and REN, which jointly position Unilever as a key player in the personal care prestige segment.

Murad, which had a turnover of $115 million in 2014, will be incorporated into Unilever’s prestige division, which is exclusively dedicated to select distribution and premium personal care brands.

Paul Polman, Unilever CEO, said that as an expert “doctor brand,” Murad has a loyal following that gives it “excellent potential for expansion, and wonderfully complements the brands recently acquired.”

In a statement, Murad said Unilever will allow the brand to broaden its reach “and significantly grow our brand, while remaining faithful to the founding principles of Murad. There is a very bright path ahead.”

Murad – developed in 1989 by Howard Murad, a dermatologist, pharmacist and UCLA professor – has built a significant presence in the United States through extensive direct response television campaigns, presence in professional salons and spas such as Massage Envy, and sales in specialist retailers such as Sephora, Ulta Beauty and Nordstrom.

It also has a regional hub for Europe located in the United Kingdom, and the brand can be found in more than 42 countries, in department stores, pharmacies, spas and salons.


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