In celebration of the brand’s 30th anniversary, Murad has kicked off its “Wellness Vault” pop-up, a first-of-its-kind interactive experience for the skincare brand. The goal is for the pop-up to be a one-stop-shop for Murad fans interested unlocking a healthy lifestyle.
To bring Murad’s science-backed wellness to life, the vault encompasses the four core philosophies of the brand founder and dermatologist, Howard Murad, MD, including "Be Kind to Your Mind," "Eat Your Water," "Awaken Your Body," and "Nourish Your Skin". Each value is represented in the vault through experiential touchpoints, including meditative sound baths, skin consultations with Dr. Murad, an interactive de-stressing intention wall, fresh fruit, and more.
“Skin is the body's window to wellness,” says Murad. “When you care for your body and mind, this reflection and result is evident on your skin. Our activation provides examples of how to encourage a well-rounded lifestyle which will then inadvertently nourish your skin.”
The pop-up will stop in three cities—Los Angeles, San Francisco, and San Diego—throughout June and July. Each location will be supported by in-store events with Sephora, Murad’s retailer partner, where shoppers will be treated to things such as product giveaways, one-on-one consultations with Dr. Murad, mini facials, and a DJ.
Additionally, to continue celebrating Murad’s commitment to philanthropy during the anniversary year, its Hydration product line will be offered in limited-edition packaging throughout June, featuring the brand’s signature black cherry hue. For every Hydration Collection product sold during the month, one Murad SPF product will be given to patients at City of Hope, a top cancer treatment and research center in Southern California, with a minimum product donation of 20,000 units. The brand will also make a monetary donation to City of Hope for its research efforts of cancer, diabetes, and other life-threatening diseases.
“We are excited for this chance to genuinely connect with our customers and share our brand purpose of an inside out, body-mind approach to skincare” says Michelle Shigesmasa, CEO of Murad. “It’s an experiential opportunity that goes beyond a website or a social post, allowing us to forge tangible relationships.”