Murad: Proof, Not Percentages #FormulationFirst
Speaking from experience, consumers are burnt out on buzzwords... So what now?
We’ve reached peak ingredient fatigue. The average beauty buyer is overwhelmed, confused, and wondering if a product with 15% of something is better… or just more irritating.
At Murad, we deal in proof, not percentages. Because while ingredients matter (and always will!) the real MVP is formulation.
It’s not the ingredients, it's the mix that makes a cake (plus hard work, skill and the most consistent oven temps)! And in skincare, it's the full-formulation testing that showcases result. [Sidebar - did you know that many companies clinically test just individual ingredients rather than the full formulation? At Murad Australia we don't - the results always link to the actual product mix in the bottle!]
The texture, delivery system, balance of actives and support ingredients... that’s where transformation lives.
In clinic conversations, we re noticing a shift:
Professionals are craving simpler, sensorial, more elegant solutions. And end consumers just want to know, after all this time: “Will this work for my skin?”
Storytelling is going to be key to conversion in this next era.
Let’s spark the conversation.
Murad: Proof, Not Percentages
We don’t disclose percentages because percentages don’t equal performance. Our patented delivery systems and intelligent formulations are engineered for optimal skin health and visible results... fast! It’s not about how much, it’s about how well it works on skin.
We formulate for skin transformation, not for marketing. Proof, not percentages. Always.
SkincareTrends ProofNotPercentages FormulationFirst
Written by Emma Hindmarsh-Conan, General Manager Murad Australia