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."
Image Credit: Murad