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.