NEW YORK — Murad is seeking a boost from Vitalic, a new assortment of skin care products billed as energy for the skin.
The company is also hoping for a spark from a comprehensive packaging redesign of its nearly 70-unit product line, a move intended to make offerings more approachable and user-friendly.
The Vitalic assortment consists of four stockkeeping units and is set to launch by mid-September chainwide at Sephora, in select Nordstrom doors, at 2,000 day spas and skin care salons and on murad.com.
"I feel the next biggest lifestyle trend is going to be energy," specifically supporting it and boosting it through a variety of means, said founder Howard Murad, a practicing dermatologist. "We’ve found a way to harness energy for the skin."
Vitalic’s key ingredient, dubbed Energizing Pomegranate Complex, combines extracts of artemia, which is derived from plankton, and pomegranate, which has been found to be a powerful antioxidant. When activated, the artemia extract is said to utilize its own natural "fuel" — or "energy," as Murad likes to say — called adenosine tri phosphate (ATP) to boost epidermal cell metabolism and renewal for a vibrant and livelier appearance.
"It’s a new but simple concept of providing true energy to the skin," claims Murad.
The Vitalic line includes a 5-oz. combination cleanser/toner for $20; a 2-oz. SPF 15 moisturizer for $25, and a .5-oz. treatment for $30. It also features Vital Spark, a nutraceutical product consisting of tablets that are supposed to "provide instant invigoration" with gingko biloba, B-complex vitamins and co-enzyme Q10. The 30-count bottle is priced at $30. "One issue my patients have is [lack of] energy," said Murad. "They need coffee or tea at 4 o’clock in the afternoon and they’re burning the midnight oil."
Murad executives declined to comment on sales projections, but industry sources estimated Vitalic could do between $2 million and $3 million at retail in its first year.
The Vitalic line, with its fuchsia and white theme, reflects some of Murad’s new packaging, which is expected to be fully in place by yearend. Products currently have gold, black and white motifs."It’s been the same look for a while and we wanted to renew," said Hilarie Murad, creative director for the brand and the doctor’s daughter. The design is meant to portray an image of progressiveness, a brand that’s constantly developing, she added. It’s also intended to do more utilitarian things, like visually delineate each sub-brand and clearly say what type of product it is. Graphics will also feature numbers outlining steps in various skin care regimens.
Murad is looking into advertising for Vitalic, but for now, 200,000 treatment and moisturizer packettes will be sampled at retail and 100,000 e-mails sent to targeted consumers will tout Vitalic.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye