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Murad Launches White Brilliance Line to Effectively Lighten and Even Skin Tone

"Pigment disorders affect all age groups and can intensify with time," said Howard Murad, M.D., Associate Clinical Professor of Medicine at UCLA and founder of Murad, Inc. "In Asia, a large percentage of women use skin lightening products either daily or weekly to combat this problem and whiten skin. However, many lightening products currently available have harsh side effects."

Not only is White Brilliance free from the damaging side effects associated with harsh lighteners, White Brilliance boosts skin health as it lightens and improves overall appearance by minimizing the appearance of large pores. The three-step lightening regimen includes Gentle Cleanser, Wrinkle and Pore Refining Treatment, and Illuminating Day Moisture SPF 30 | PA+++.

The White Brilliance regimen features 3X White technology – Murad's proprietary brightening blend. The technology works in three ways to deliver maximum lightening action. Vitamin C, a potent lightening agent, clarifies and brightens skin to promote a more even tone while encouraging collagen production. Gentle exfoliator promotes cell turnover for better skin clarity. Tyrosinase inhibitors provide intense whitening of existing dark spots and help prevent future dark spots and hyper-pigmentation by interrupting skin's melanin production cycle.

As with all Murad products, the new White Brilliance formulas are rooted in The Science of Cellular Water , Murad's proprietary system for optimizing cell hydration and skin health.

Murad White Brilliance products will be available at the flagship Murad Inclusive Health Spa in El Segundo, Calif. beginning in March, 2010. Gentle Cleanser retails for $30.00 (135 mL / 4.5 FL. OZ.), Wrinkle and Pore Refining Treatment for $89.00 (30 mL / 1 FL. OZ.), and Illuminating Day Moisture SPF 30 | PA+++ for $65.00 (50 mL / 1.7 FL. OZ.).

Murad, Inc. was founded in 1989 by Howard Murad. M.D., one of the world's foremost authorities on skin health and a pioneer of the clinical skincare movement. All Murad products are based in The Science of Cellular Water , Dr. Murad's unified theory of health and aging.

The Murad brand includes 89 consumer products and 45 professional products sold in 46 countries. Murad is the #1 selling clinical skincare brand at many locations including Sephora and Ulta. Known globally for high performance topical and internal skincare, Murad has grown by producing innovative products that meet the needs of its customers.

For Murad, Inc.
Paul Williams, 949-916-6880
mediaLine2@aol.com