Have you heard the saying “I am getting my beauty sleep, but what about getting beauty products to improve sleep?”
Murad, the El Segundo, Calif.-based skin care brand that’s helped bring ingredients such as pomegranate to consumers’ attention, is carving out a niche for beauty solutions to the nightmare of no sleep. A duo of products launching next month, Sleep Reform Serum at $97 for a 1 oz. and Sleep Reform Dietary Supplements at $49.50 for 60 tablets, is Murad’s introduction to the snooze business, which could eventually expand to an array of recommended sleep remedies within Murad’s skin care portfolio.
I see it in my clients’ faces daily, sleep seems like a major problem. I think this is going to be a popular product because sleep is something that everyone doesn’t get or get enough of.
The Sleep Reform products rely upon what Murad has dubbed a Repair Enhancing Matrix with Gama-aminobyteric Acid (GABA), Methyl sulfonmethane (MSM) and vitamin C intended to amplify the depth and duration of sleep. Melatonin in the products aim to aid the skin’s sleep cycle to promote its ability to mend itself, while Oligopeptide-1 is meant to firm the skin, and Tocopheryl Acetate encourages healing. The serum is supposed to be applied before the user goes to bed.
The Sleep Reform products will be sold in roughly 1,500 doors by the second quarter of 2009, including Sephora and Ulta
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