Murtaza Mahfooz, Regional MD – Gulf and Near East, Haleon.Health is a broad term – how does Haleon view the concept of health?
Murtaza Mahfooz: Health is universal, but understanding and access often fall short. That’s where Haleon steps in. Our purpose is clear: To deliver better everyday health with humanity. For us, that means balancing science with a human touch in everything we do. We don’t want health to feel clinical; we want it to feel personal, approachable and empowering. That philosophy shapes how we innovate and how we market – because health should be something people connect with, not something they fear.
What does ‘better everyday health with humanity’ mean in practice?
Mahfooz: It’s about making science relatable. We take specific health concepts and bring them to life through everyday experiences – for example, for sensitivity, we created the Chill Test, which shows what happens when you bite into an ice cream and feel that sharp twinge. For gum health, we introduced the Plaque Test, because spitting blood when you brush is a sign you shouldn’t ignore. For respiratory health, we encourage people to ‘Flu Responsibly’. For pain, we link solutions to different life stages. These activations make science simple, actionable and emotionally relevant – because when people see themselves in the story, they engage. That’s the essence of marketing with purpose.
How does self-care fit into Haleon’s vision for health?
Mahfooz: Self-care is exactly what it sounds like – the power is in your hands. And for us, it’s all about education, education and education. When we deliver better information, people make better choices. It’s not just about empowerment; it’s also about reducing the burden on primary healthcare systems in certain markets. Self-care is proactive, and that’s the future of health. If we can help people take charge early, we’re not just improving lives – we’re reshaping healthcare.
Why is wellness often overlooked, and what challenge does that create?
Mahfooz: Wellness is a category close to my heart because it’s unique. It’s not about fixing a problem; it’s about protecting yourself. It’s proactive, not reactive – as we saw during the COVID period when people turned to supplements. Think of it this way: If you have a headache, you take a pill – that’s treatment. Wellness is about preventing that headache in the first place – that’s protection. The challenge? There’s no clear call to action. People know wellness matters, but they don’t always know what to do next. That’s what we’re changing – by creating experiences that inspire action and make wellness feel urgent and exciting.
Why is Centrum the right brand to lead this movement?
Mahfooz: Centrum is the World’s No. 1 Multivitamin Brand. It is trusted globally, and it is the most clinically studied multivitamin brand. As the leader in this category, we have a responsibility to educate and inspire. That credibility gives us the authority to lead the conversation on proactive health. When people see Centrum, they see trust, science and simplicity – and that’s exactly what this category needs.
What inspired the creation of Vitamin See by Centrum?
How does Vitamin See make the benefits of vitamins visible and engaging?
Mahfooz: This category lacks a clear call to action – a reason to take charge and imagine what life could be if you did. So we created Vitamin See, the world’s first experience that makes the invisible benefits of vitamins visible. A spectrophotometry scan gives you a personalised wellness profile across more than 60 checkpoints – vitamins, minerals, heavy metals, gut health, skin, hair, nails, oxidative stress, joints, mental health and more. And where better to launch this than Dubai – the headquarters for innovation and cutting-edge technology in the region? We built a custom dome at Kite Beach during the Dubai Fitness Challenge – the epicentre of wellness. In 30 seconds, you get a personalised report and visuals unique to you, then enter a multisensory journey where light, sound, and art bring nutrition to life in an emotionally connective way. It’s immersive, shareable, and culturally relevant – exactly what modern health engagement should be.
How was inclusivity built into this experience?
Mahfooz: Health innovation means leaving no one behind. We created Vitamin See for those who can’t see. Visitors from Sharjah City for Humanitarian Services joined us, and we curated an ASMR playlist so people of determination could experience what’s happening inside their bodies. Inclusivity isn’t optional; it’s a value – and it’s how we build trust and emotional equity.
What does this activation mean for the future of health engagement?
Mahfooz: The response has been overwhelmingly positive, and we plan to expand to other markets. The future is about going where people are, not waiting for them to come to us – delivering science with the right human touch. This is how we build trust, advocacy and a movement for better everyday health.
