Murad launches traveling California pop-up

Prestige skincare brand Murad has launched a traveling California pop-up in honor of the brand’s 30th anniversary year.  


The 30th Anniversary Wellness Vault pop-up, which Murad described as “a multi-pronged, immersive experience” in a press release, features a free-standing vault that captures founder Dr. Howard Murad's four core philosophies: ‘Be Kind to Your Mind,’ ‘Eat Your Water,’ ‘Awaken Your Body’ and ‘Nourish Your Skin.’ At the pop-up, these values are represented through experiential touchpoints like meditative sound baths, skin consultations with Dr. Murad, an interactive de-stressing intention wall and fresh fruit. 

According to the brand, the pop-up marks the first-of-its-kind experiential activation for a prestige skincare brand. The wellness vault made its debut at Westfield Century City Mall in Los Angeles on June 22, and will travel to Westfield San Francisco Centre Mall on June 29 and to Westfield UTC San Diego on July 13.

Each stop will be supported by in-store events with Murad’s retailer partner, Sephora, including product giveaways, one-on-one consultations with Dr. Murad and mini facials.

Dr. Murad launched his namesake brand in 1989 with the intention of focusing on non-surgical beauty methods and advancing research on the effects of the environment, nutrition and lifestyle on the skin. According to the brand, Dr. Murad’s ‘Modern Wellness’ program seeks to create a comprehensive wellness lifestyle including cellular hydration, nutrition, mental wellness, joyful exercise and creative expression.


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