EL SEGUNDO, Calif. – May 1, 2012 – Murad Inc. has announced the launch of its latest anti-aging innovation for its best-selling anti-aging line, Resurgence, the first comprehensive skin care line developed to treat hormonally aging skin. Murad’s Age-Diffusing Firming Mask is a rich at-home booster that enhances skin elasticity and promotes instant firming to diminish the appearance of fine lines and wrinkles. Age-Diffusing Firming Mask targets dull, dry, lackluster skin by delivering essential moisture through a unique blend of ingredients, all while improving overall skin health.

“As women get older, they begin to experience what I refer to as hormonal aging caused by a decrease in estrogen, and therefore, a decrease in the production of collagen causing skin to sag, look dull, feel dehydrated and develop medium to deep wrinkles,” said Howard Murad, M.D., FAAD, associate clinical professor of medicine at UCLA and founder of Murad Inc. “To help combat these effects, we formulate, efficacious products that provide users with maximum benefits, while also recommending an Inclusive Health® approach that combines topical care, internal care and focusing on a sense of self to further optimize skin health and reduce the signs of aging.”

Age-Diffusing Firming Mask features FirmQ2, combining skin tighteners to immediately firm and lift with golden seaweed to restore skin resilience, resulting in a youthful glow. Formulated with Brazilian fruit extracts of java plum, mango and banana pulp, which promote collagen production to plump skin and reduce the appearance of wrinkles, along with shea butter and trace minerals that replenish hydration leaving skin soft and smooth, Age-Diffusing Firming Mask is designed to increase firmness, erase fine lines and make skin appear more plump and youthful. Through the power of phytoestrogens and firming agents, this regimen booster fights the signs of hormonal aging, improves elasticity, diminishes thinning skin and firms sagging skin to restore natural contours.

As the latest product addition to the Resurgence line, Age-Diffusing Firming Mask is the ideal complement to the entire family of products built to combat the signs and symptoms of maturing skin.

“We recognized a need in the market for a product that will boost the results of all skincare regimens, with a special emphasis on those for hormonally aging skin,” said Jeff Murad, vice president of product development. “With Age-Diffusing Firming Mask, we were able to make an effective solution that combines essential ingredients to fortify the skin to be healthier, more resilient and reduce the appearance of aging.”

Resurgence Age-Diffusing Firming Mask ($68 for 1.7 ounces) is available on Murad.com, at the Murad Inclusive Health Spa and Murad Inclusive Health Medical Group beginning May 2012 and will be available in salons, spas and at Sephora and Ulta July 2012. For more information about Age-Diffusing Firming Mask or any Resurgence products, visit Murad.com or call (800) 33-MURAD.

About Murad Inc.

Murad Inc. was founded in 1989 by Howard Murad. M.D., one of the world’s foremost authorities on health care and a pioneer of the clinical skin care movement. Murad is a practicing physician at the Murad Inclusive Health Medical Group in El Segundo, California, where he pioneered the Inclusive Health approach to optimal living. All Murad products and services are based on The Science of Cellular Water®, Murad’s unified theory of health and aging. Sold in 41 countries, Murad is the number-one selling clinical skin care brand at many locations including Sephora and Ulta. For more information go to Murad.com, Facebook.com/murad or @DrMurad on Twitter.