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Lucire: Beauty
skin care


Howard MuradLeft Dr Howard Murad, viewing skin care holistically.

Something in the water computes

With his revolutionary take on the med-spa phenomenon outside Los Angeles, Dr Howard Murad thinks outside the (skin care product) boxes, writes Elyse Glickman
photographed by the author

 


IN LOS ANGELES, openings of spas, salons, medi-spas and others modern beauty parlours are practically as frequent as supermarket openings. Press people pull out all the stops to show the public what makes their house of beauty different, and journalists and celebrities eagerly partake a buffet of mini-treatments and samples. Face it, competition is tough.
   Dr Howard Murad, who established himself in top-tier spas and beauty stores with his eponymous line of botanical-based skin care, however, is not worried about the competition. Though he has made his years of skin care and wellness experience available in recent years through infomercials, reasonably priced combo packs and acclaimed books (The Cellulite Solution, Wrinkle Free Forever, The Murad Method), he has masterfully maintained his rank and cache among the beauty élite. This spring, he took that success to the next level with a flagship spa of his own—the Murad Inclusive Health Spa—that goes against the grain of the frilly, girly and bell-and-whistle festooned.
   The attentive staffers, under Dr Murad’s tutelage, are not just trained to sell products and treatments, but advise clients on how to extend the benefits of those things, translating the concepts behind products into solid lifestyle practices and nutritional advice. They thoroughly examine you, put you through a sort of therapy session, and make sure you get the right treatments for your overall health goals, skin type and lifestyle. In other words, the Murad experience is holistic and hands on, but rooted in reality instead of musical fountains and Buddha statues.
   According to Dr Murad, before resorting to procedures to change one from the outside, he encourages his patients to look within first, not only in terms of their diet but also how diet, lifestyle choices and stressors affect everything else. ‘We cannot treat a whole affected area until we treat the cells, and as we get older, the loss of water in the cells affects the way the entire body works,’ he says. ‘While our products work well, they work better when you are taking care of the entire body and getting enough water.’
   Water, indeed, is the stuff of life when it comes to the Murad philosophy, and Dr Murad is one who teaches by example. As he conducts interviews, he enjoys a plate of fresh fruit and vegetables while encouraging his guests to do the same. It is a perfect way to get across the principal that water you eat through fresh produce will stay in your system and feed your cells far better than just the recommended eight glasses of water Mom told you about.
   The location of the new spa also says a lot about the doctor’s philosophy. Rather than occupy a lingerie boutique-sized space on swanky streets like Rodeo Drive, Montana Avenue or Robertson Boulevard, Dr Murad’s vision sprawls nicely in a plaza near LAX in a neighbourhood housing high-tech businesses and aerospace corporate offices. Certainly, it is a new way of looking at—and treating—body, mind and soul. •

 


 

 

‘We cannot treat a whole affected area until we treat the cells, and as we get older, the loss of water in the cells affects the way the entire body works. While our products work well, they work better when you are taking care of the entire body and getting enough water’

—Dr Howard Murad

 

 

For more information, and news about future Murad locations, visit www.muradspa.com.

 


Elyse Glickman is US west coast editor of Lucire.

 

 

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