Murad's new 4-step skincare line could help busy Singaporean women achieve better skin

Murad's new 4-step skincare line could help busy Singaporean women achieve better skin
Murad's White Brilliance range
PHOTO: Absolute PR

Have you heard of how women in South Korea perform up to 10 or even 12 steps in their skincare regime?

Or how women in the US spend an average of 55 minutes a day prepping their skin and enhancing their appearance to "feel better about themselves"?

Imagine incorporating a 10-step skincare ritual into your daily schedule or investing more time in prepping our skin before bed. Most of us may prefer to get more beauty sleep instead.

Renowned American skincare brand Murad recently introduced White Brilliance, a new range of products designed to increase skin luminosity. The four-step regime features products that are suitable for use from day to night such as Cleansing Cream, Luminous Essence, Porcelain Serum and Luminous Shield SPF 50|PA++++.

When it comes to improving their skin's appearance, Murad's senior director of international marketing Thomas Gregory Smith encourages women to be more "realistic".

He told AsiaOne in an interview: "There is no 'get rich quick' scheme to make yourself look younger.

"What you put inside your body, how you live your life... these pillar the way you will look, live and feel (and) they all add up to your most healthy skin."

Customers who visit the brand's Robinsons Raffles City counter are guided through what feels almost like an actual consultation with the founder Dr Murad himself. The salesperson will then use a diagnostic tool to analyse a customer's skin and provide skincare advice.

"If you happen to buy something, that's the by-product of the education process," Mr Smith said. "For us, it's really all about making (customers) aware and informed about what (their) skincare choices are."

He added that White Brilliance's four-step skincare regime is more "economical" and "sensible" as compared with South Korea's popular beauty trends.

The new range is also suitable for a modern Singaporean woman's busy lifestyle, especially if she is one who "juggles many roles," said Murad vice president (International) Olia Botchev.

She added: "We don't want to promise what is physiologocially possible (when using Dr Murad's products) but it takes up to 28 days for new skin cells to regenerate. You might see some immediate benefits but these are cumulative and you will really see the actual effects into the fourth week of using the products."

The skincare brand also conducted a study that looked into the performance of the White Brilliance collection. 98 per cent of the respondents, who were Asian women, agreed that their skin looked "luminous" and 95 per cent of them felt their skin was "smooth and soft" after using the products over a period of 28 days.

Mr Smith shared that White Brilliance's "hero ingredient" is the porcelain flower which helps manage skin clarity. It was also valued for its anti-inflammatory properties in ancient chinese medicine.

Meanwhile, Ms Botchev was candid about the new range's efficacy. She suggested that women should address lifestyle factors such as stress so as to understand their own dietary habits, which would in turn reflect on their skin.

It is healthier for women to work towards achieving their optimal skin condition than to desire for the skin condition of a Korean celebrity, she said.

"As Dr Murad says, be happy with who you are," Mr Smith added.

The White Brilliance range is now available in stores. Cleansing Cream ($78, 4.5 FL. OZ.), Luminous Essence ($116, 1.7 FL. OZ.), Porcelain Serum ($196, 1.0 FL. OZ.) and Luminous Shield SPF 50 | PA++++ ($156, 1.7 FL. OZ.)

For more information, visit Murad.com.

ssandrea@sph.com.sg

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