Professional Beauty speaks to Murad
The PB show team had a chat with Murad, one of the brands exhibiting at Professional Beauty London this February, to find out about new product launches, the brand's thoughts on the industry and the benefits that come with a Murad account.
1. What are the latest trends in skincare?
A popular skincare trend for 2017 will be "Express Relaxation" – beauty that fits into all lifestyles. Murad can meet this demand with protocols for every type of business and treatments for every type of time-sensitive customer. Also key will be "Digital Detoxing" – letting technology take a back seat and stepping away from our increasingly digital dependencies. Murad has recognised this and focuses on the powerful connection between the mind, body and the skin and the importance of taking time out for one's self. Dr Murad’s book "Conquering Cultural Stress" also looks at the importance of digital detoxing.
2. What do you think is the biggest challenge facing the market?
One of the biggest challenges is the client demand for faster results in a shorter time period – also echoing the trend for express relaxation. We need to find ways to maximise client time that is effective for both the customer and the business.
3. What are clients looking for from skincare products?
More than ever, clients are looking for personalised and results-driven skincare – key foundations in Murad. Clients are increasingly savvy and knowledgeable about the industry, and in particular about ingredients. They make smarter choices when purchasing and want their products to work harder, faster and better to provide them with the results they need.
4. What is the most common mistake you see therapists making?
As Murad is founded on the principles of personalisation and understanding the client's lifestyle and diet, all contributory factors to skin health, it is essential for the consultation forms to be completed accurately, in order to offer the client the absolutely best course of care. We therefore help our therapists avoid the mistake of rushing this part of the service by training them to be skilled at identifying primary and secondary concerns and helping the client to address other aspects of lifestyle to add value to their experience. This helps to avoid common pitfalls such as rushing the consultation, or not completing all the details before during and after the treatment. Taking time to listen to the client’s needs and concerns is critical in retaining loyalty and building trust.
5. What would be your one key piece of advice to therapists and salon owners to make their businesses more successful?
Owners can make their business more successful by taking extra steps to maintain existing customer bases. CRM is key to this – keep clients informed on salon promotions, product offers and latest news within the business to ensure they are informed at all times. Email is the perfect tool to do this so ensure that databases and client information is kept up to date constantly.
6. What’s your top tip for improving retail in salons?
Education and training is the key to improving retail sales in salons and spas – the more therapists and front of house/reception staff are trained and educated about skincare, the products and the client’s needs, the more accurate their aftercare recommendations will be and the better results the clients will see. Merchandising also plays a key role – ensuring products are easily shopped and make sense to the customer. This will help with homecare purchases and customer satisfaction.
7. What is your most popular product and what do you think makes it popular?
Our most popular product is our Invisilur Perfecting Shield SPF 30 PA+++ – An anti-ageing treatment that also blurs, primes, moisturises and protects the skin with an invisible sunscreen to reveal a smooth, blurred, flawless complexion in just one step. Winning multiple awards, it has been recognised by beauty experts, award panels and national magazines. Our recently launched Eye Lift Firming Treatment is also a strong contender and our upcoming Retinol Youth Renewal Serum looks set to be in the running too.
8. Will you have anything new on your stand at the show?
Yes, we are launching our brand new Retinol Youth Renewal Serum. Retinol Youth Renewal Serum is a new, fast-acting, anti-ageing powerhouse with exclusive Retinol Tri-Active Technology that visibly minimises lines and deep wrinkles, whilst firming and evening skin tone for a more radiant, youthful-looking skin, without any downtime. RRP £65
9. Will you have any special offers exclusive to the show?
Yes, we will have both retail and professional offers at the show. Retail: Essential Travel Trio skincare kits from £25 Professional: Co-marketing opportunities worth up to 10k upon a bespoke business consultation with a Murad account development manager.
10. What is the Murad minimum opening package for a salon or spa?
£3.5k opening order (mix of professional and retail products) and a minimum of three treatment/beauty rooms at the premises. Location and proximity to existing Murad accounts is also taken in to consideration. All new business openings are reviewed by a Murad account development manager.
11. Can a mobile therapist open an account with Murad?
Unfortunately they cannot. However, a business of collective mobile therapists can be considered.
12. What support will I get when I open a Murad account?
Murad accounts receive continual support from a dedicated account development manager that will help grow your business, monthly sales presentations and promotions, preview of new product launches and ongoing marketing support. This is dependent on monthly and annual spend level.
13. What therapist training and support does Murad provide?
Murad has two training centres (London and Manchester) where the education team provide free training in product knowledge and facial treatment courses. Onsite training can also be organised – subject to account size and number of participants.
14. Why is Murad different to other skincare brands?
We believe healthy, beautiful skin is a reflection of how you live. Every aspect of your life directly affects cellular hydration – the health of every cell in your body. We believe there’s a powerful and overlooked connection between the mind, body and skin, which we call "Connected Beauty".
Combining our pharmaceutical results-driven products and The Murad Method facial system, we offer a personalised approach to skincare and facial treatments. Clients' specific skincare concerns are addressed with flexible protocols in a single service, keeping them engaged and returning for repeat visits.
If you are interested in becoming a Murad Account, please contact email@example.com.
Visit Murad on Stand T5 at the Professional Beauty London show. Register for your free tickets here.