Murad Skincare opens first brick-and-mortar boutique
BY Ryan Chavis
EL SEGUNDO, Calif. — Skin-care brand Murad celebrated the opening of its first stand-alone retail boutique on Nov. 5. The 1,500-sq. ft. store front, located in Los Angeles, will serve as the brand's global flagship retail location. In addition to the full selection of Murad products, the store offers express services and activities to customers.
“Twenty-five years ago, I started Murad out of my medical practice with one employee. Now having seen over 50,000 patients with over 400 employees, cutting the ribbon at our first flagship store was a defining moment; an honor I’m proud to say we’ve achieved with humble beginnings,” said Dr. Howard Murad, M.D., FAAD. “My hope is that our store will serve as a place where our customers can bridge the gap between beauty and health by giving them the tools and inspiration they need to make everyday choices that support their overall skin health.”
The store offers guided skin-care applications, skin-health assessments designed to reflect Dr. Murad’s whole-person approach and "YouthCam Evaluation," which utilizes a high-definition camera that features software to measure fine lines and wrinkles, hyperpigmentation and inflammation. Additionally, an interactive art wall is prominently featured in the store, where customers are encouraged to create their own digital works of art and share on social media.
“We’re thrilled to have finally opened the doors to The Murad Flagship Store, a collaborative effort that brings to life our mission and our heritage. The West 3rd Street community is unparalleled, and I’m proud to open our global flagship in the beautiful city of Los Angeles, the home of where our company was first created,” said Richard Murad, General Manager of Murad, Inc. “We are looking forward to telling a complete story through the many customer journeys we developed and give them a 360-degree experience, a whole picture of who we are and what we can give our customers. The store will also be an opportunity to learn more about our customers and to learn how we can become better retailers.”
Edge, ‘Assassin’s Creed’ partner for new cans of shave gel
BY Ryan Chavis
SHELTON, Conn. — Edge Shave Gel brand is partnering with the game "Assassin's Creed" for a line of limited-edition cans featuring "Assassin's Creed Unity" artwork. In addition to a close shave, the product also will give gamers exclusive access to downloadable content, the brand said.
"Edge does more than just give guys an advantage in front of the mirror; we're dedicated to getting guys prepped for whatever they are going to tackle," said Anthony Pietrini, brand manager of Edge. "Being competitive gamers ourselves, we know how important prep is to get a leg up on your competitors. Offering this unique content to gamers with the purchase of Edge Shave Gel is just another way for us to make sure our fans are ready for the competition."
Assassin's Creed Unity Limited Edition Edge Shave Gel Cans are available as follows:
- Edge Sensitive Skin Shave Gel, which gives access to an exclusive downloadable sword. The gelcontains aloe, and helps prevent nicks, cuts and irritation;
- Edge Extra Moisturizing Shave Gel gives access to exclusive downloadable armor and has vitamin E and a blend of ingredients to help leave the face hydrated;
- Edge Ultra Sensitive Shave Gel gives access to an exclusive downloadable Assassin's Hood. The gel contains colloidal oatmeal, and helps provide protection against razor burn.
Edge varieties are available at retail outlets nationwide for a suggested retail price of $2.99. In celebration of the "Assassin's Creed Unity" launch on Nov.11, Target stores will offer a $10 gift card to any customer purchasing both the "Assassin's Creed Unity" game and any Assassin's Creed Unity Limited Edition Edge Shave Gel can (excluding 2.75 oz). The promotion will last Nov.16 through Nov. 26.
Survey: Push notifications will drive more showroom shoppers to buy in-store
BOSTON — As many as 53.8% of shoppers who use their mobile devices inside physical retail locations are researching and comparing prices of different stores. And 41.5% are researching and comparing features of different brands, according to a Burst Media and Rhythm NewMedia survey released Thursday.
However, retailers who use push notifications within their locations hold a slight advantage in encouraging in-store purchases. Three-quarters (76.8%) of respondents who report receiving mobile push notifications in-store for promotions read the alerts when they come through — and 67.2% usually redeem what is being offered.
"To be successful this holiday season, marketers must embrace making consumer connections on mobile platforms," the researchers stated. "These connections can be accomplished and amplified through owned and operated platforms (i.e., mobile optimized websites and mobile apps), as well as through mobile advertising opportunities and mobile extensions to television and interactive display campaigns," they said. "When paired with mobilized sites on browsers or within installed apps, mobile rich media specifically can be a very effective branding and direct marketing vehicle — especially when location-based targeting (e.g., geo-fencing within a mile radius of a physical retail location) is applied. Additionally, mobile in-stream video can be an extremely effective tool to massively distribute a brand's message with sight, sound and motion."
More consumers will be tapping into their smartphones to showroom as 39.5% of respondents who use a smartphone and/or tablet to shop plan to use their mobile devices more this holiday season vs. last.
As of mid-October, more than one-quarter (27.2%) of respondents have started shopping for the holidays. This figure nearly doubles the 2013 finding for the same period.
Among respondents who will research holiday items on their mobile devices, 58.8% say they will do so to assist in making online purchases, 46.2% say they will do so to help with offline purchases and 33.3% will make purchases directly on the device.
Conducted in the first half of October 2014, Burst Media and Rhythm NewMedia surveyed 786 U.S. online adults ages 18 years or older. The study focused on why consumers use mobile devices while shopping within a brick-and-mortar store location as well as how and when they plan to shop this year for the "traditional" December holidays such as Christmas, Hanukah and Kwanza.
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