Murad introduces YouthCam to UK counters

US doctor brand Murad is enhancing its presence in the UK through the introduction of specially developed Murad YouthCam skin analysis systems in selected department stores.

The system, like the brand, is built around founder Dr Howard Murad’s philosophy that skin health is connected with internal health and emotional wellbeing, and that a skin care regimen should not only reflect what the dermatologist sees but also address the patient’s primary concerns. Murad worked closely with YouthCam’s engineers to develop the system, inspired by the diagnostic equipment used in his medical office and designed to replicate a face-to-face consultation.

“It’s almost like coming to see me,” he explained. “I look at various aspects of your skin and that’s what that machine does. But it also takes into account what you think of your skin. The focus is on the person and their problem. And their problem is important to us.”

The YouthCam, which assesses hydration, fine lines and wrinkles, pigmentation, redness, blemishes and pore visibility, and which anticipates the future of the customers’ skin, is currently available in two locations in the UK: House of Fraser on London’s Oxford Street and Debenhams in Bromley. Murad Days – events based around the YouthCam concept – will also take place in selected UK spas and the concept is expected to go global next year.

In addition, Murad intends to boost its presence in the UK as part of Marks & Spencer’s beauty offering. By the end of November, the brand will be available in 50 M&S stores across the country, a figure set to rise to over 120 by next summer.

Murad’s most recent products, Rejuvenating Lift for Neck and Décolleté and Age-Diffusing Firming Mask, part of the Resurgence line for hormonal ageing, will also launch in the UK in November, following a highly anticipated launch in the US.

“The ingredient concept behind the line is to address the loss of oestrogen and the skin effects that are caused by that, so we do a lot of focus on phyto-oestrogens, which are botanicals that have mild oestrogenic effects,” said Jeff Murad, vp product development. “The two new products are based on the concept that over a certain age you have to choose between your face and your waist. They both contain a Brazilian botanical blend of banana, mango and caja extracts, which stimulate collagen production and cell turnover but also localised fat production, so you get that plumpness exactly where you want it.

“In addition to hands, one of the areas people forget to focus on throughout their lives is the neck and décolleté, so ageing shows there first. In addition to the standard botanicals form the line, the neck and décolleté product also has liquorice and bearberry extracts, and glycolic acid to lighten those dark spots. There’s also oat kernel extract to tighten everything immediately.”

According to Murad, the product increases skin firmness by up to 42% after just one application.