Skincare brand Murad is kicking off 2020 with a new Retinol For All campaign that's aimed at all skincare consumers, regardless of their gender, race or ethnicity. Notably, the campaign introduces the brand's first male model and high-fashion transgender model, Teddy Quinlivan.
Rather than reaching out to beauty editors or influencers, Murad is aiming to attract the attention of boyfriends, husbands, girlfriends, wives, dads and moms with this campaign.
The campaign is centered around relaunching Murad's best-selling Retinol Youth Renewal Trio with Retinol Tri-Active Technology, which delivers powerful results without irritation or sensitivity. According to Ginny Chien, VP of Consumer Engagement, "Because of the rise in market demand for men's skincare and overall wellness, and because retinol is a universal ingredient, we thought this campaign was an appropriate opportunity to reach these new audiences."
Inclusive Skincare Campaigns
Murad's 'Retinol For All' Introduces the Brand's First Male Model
Trend Themes
1. Gender-inclusive Skincare - Murad's 'Retinol For All' campaign breaks gender barriers in the skincare industry, creating opportunities for gender-inclusive products and marketing strategies.
2. Diverse Representation - The introduction of Murad's first male model and transgender model in the campaign highlights the importance of diverse representation in the beauty industry, opening up opportunities for brands to celebrate and embrace all types of beauty.
3. Targeting New Audiences - By shifting their focus to attract boyfriends, husbands, girlfriends, wives, dads, and moms, Murad's campaign encourages beauty brands to explore new market segments and cater to a wider range of consumers.
Industry Implications
1. Skincare - The skincare industry has the potential to disrupt traditional gender norms by offering gender-inclusive products that cater to a diverse consumer base.
2. Beauty - The beauty industry can embrace diversity by featuring a variety of models and representing different races, genders, and ethnicities in their campaigns, creating opportunities for inclusive and empowering marketing strategies.
3. Wellness - The wellness industry can capitalize on the rise in market demand for men's skincare by developing specialized products that cater to this specific audience, tapping into a previously untapped market segment.