Obviously: Murad’s Skincare is Healthcare

Murad has established a strategic partnership with Obviously for ongoing product launch campaigns, leveraging TikTok videos as a powerful tool to cultivate extensive brand awareness. A diverse array of influencers, spanning skincare, beauty, and healthcare professionals including dermatologists, estheticians, and chemists, collaboratively contribute unique and high-quality content for Murad’s TikTok channels. This content is meticulously crafted to highlight up-close product reviews and home spa days, focusing on awareness (general benefits/texture), consideration (science-based benefits), and conversion (concise messaging with proven CTAs). This collaborative effort ensures that the TikTok content is not only engaging but also versatile, allowing Murad to repurpose these videos effectively within their broader marketing mix.

Murad’s product range strategically caters to niche audiences, addressing specific skincare concerns such as puffy, fatigued eyes, skin barrier repair, pore or acne issues, and even catering to creators dealing with eczema. The overarching objective for Murad is to cultivate a community that effectively communicates the credibility and clinical efficacy of their science-backed skincare products in addressing diverse skincare needs. This initiative involves debunking common skincare myths, providing educational insights into product functionality through ingredients and technology, and creating impactful impressions through compelling before-and-after content. By targeting these distinct goals, Murad aims to not only showcase the versatility of their skincare solutions but also foster a community built on trust and informed skin care choices.

Dr. Howard Murad, board-certified dermatologist, pharmacist and founder of Murad Skincare says, “treating the skin as an isolated component of the body is like using a small brush to touch up the paint on a house with a bad foundation.” That’s why, for more than 30 years, he’s advised his patients to look at skin health as a three-part strategy that includes topical skincare, emotional skincare, and internal skincare via supplements and nutrition. Together, these strategies help promote the health of your cells for healthier-looking skin. Murad has been committed to developing clinically proven, cruelty-free products that meet the meticulous standards for safety, efficacy, and care you’d expect from a doctor.

In 2023, across 5+ campaigns start to finish, we achieved a remarkable impact with over 48 million views across organic and paid efforts, courtesy of 157 pieces of content crafted by 84 creators. This concerted effort resulted in an impressive 23,400+ organic clicks, directing traffic back to Murad’s product pages.