Haleon is revolutionizing personal healthcare by making self-care and wellness both simple and appealing through education and awareness of vitamins. Renowned for brands like Sensodyne, Parodontax, Centrum, and Panadol, Haleon’s mission is clear: Enhance Everyday Health.
With fun and engaging campaigns, they’re promoting healthier living. This is the driving force behind Vitamin See by Centrum—a distinctive experience showcasing the hidden science of vitamins in a way that’s visible, audible, and tangible.
The company is committed to delivering better health with compassion. This vision fuels Vitamin See by Centrum, an immersive experience that brings the unseen science of vitamins to life, enabling people to see, hear, and feel its effects.
“Health isn’t just about treating illness anymore; it’s about prevention, empowerment, and making science relatable. Haleon, a global leader in consumer health, and its flagship brand Centrum, are at the forefront of this change, redefining wellness experiences—with the UAE taking the lead,” stated Murtaza Mahfooz, Haleon’s Regional Marketing Director, in an interview.
Murtaza Mahfooz, Regional Marketing Director at Haleon.
An industry veteran with over 15 years of experience in the GCC and Turkey, Murtaza highlights the importance of vitamins and explains how deficiencies can affect health and wellness. He believes vitamins should be part of daily life, not just a remedy.
“Many think vitamins are only for when you’re ill. That’s incorrect, and it’s our duty to educate people about healthcare and wellness for a happy, prosperous life. Health should feel personal, not clinical,” he said.
Better Health with a Human Touch
Haleon is a global leader in consumer health with a product range across six major categories—Oral Health, Vitamins, Minerals and Supplements (VMS), Pain Relief, Respiratory Health, Digestive Health, and Therapeutic Skin Health. Its established brands—Advil, Centrum, Otrivin, Panadol, Parodontax, Sensodyne, and Voltaren—are rooted in trusted science, innovation, and deep human insight. “Our purpose is simple: deliver better everyday health with humanity, balancing science with empathy in all we do. This philosophy is embodied in innovative initiatives that make science accessible,” Murtaza said.
“From the Chill Test—highlighting sensitivity by recreating the sharp twinge of biting into ice cream—to the Plaque Test, which shows why spitting blood when brushing shouldn’t be ignored, Haleon is translating complex health concepts into simple, actionable experiences,” he said.
“When people see themselves in the story, they engage. That’s the essence of purposeful marketing,” Murtaza explains.
The Power of Self-care
For Haleon, self-care isn’t just a trend; it’s a movement. “It’s all about education, education, and education,” Murtaza emphasizes.
By empowering consumers with better information, Haleon aims to ease the burden on healthcare systems and enable people to take control of their health early. Their goal is to reach one billion more consumers by 2030 by enhancing their oral health R&D capabilities and placing health in more hands globally. “If we help people act proactively, we’re not just enhancing lives—we’re reshaping healthcare.”
From Treatment to Prevention
The wellness category, often overlooked, is gaining importance and catching people’s attention. “Consider this: if you spit blood while brushing, you seek a gum health solution—that’s treatment. Wellness is ensuring your gums remain healthy to prevent it—that’s prevention,” says Murtaza.
Similarly, if biting ice cream causes a sharp twinge, you choose sensitivity toothpaste—that’s treatment. Prevention means acting before pain starts.
“During the Covid-19 pandemic, the rise in supplement use showed that consumers are ready for proactive health solutions. Haleon’s mission is to make wellness actionable and exciting,” he said.
Centrum is the world’s leading and most clinically studied multivitamin brand. “As a leader, we have a responsibility to educate and inspire,” Murtaza asserts. “When people see Centrum, they see trust, science, and simplicity—exactly what this category needs.”
The Future of Health Engagement
Haleon recently launched Vitamin See, a pioneering activation making the invisible benefits of vitamins visible. Through spectrophotometry, visitors receive a personalized wellness profile across 60+ checkpoints—from vitamins and minerals to gut health and oxidative stress. This experience culminates in a multisensory dome at Kite Beach during the Dubai Fitness Challenge, blending light, sound, and art to create an emotional connection with nutrition.
“And where better to launch this than Dubai—a hub for innovation and cutting-edge technology in the region,” Murtaza notes.
“It’s immersive, shareable, and culturally relevant—exactly what modern health engagement should be,” he said, adding that inclusivity was central to the design, with visitors from Sharjah City for Humanitarian Services joining the activation, supported by an ASMR playlist for people of determination.
“Inclusivity isn’t optional; it’s a value—and it’s how we build trust and emotional equity,” Murtaza says.
Haleon plans to expand Vitamin See to other markets as it has received overwhelming feedback from the public.
“The future is about going to 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,” Murtaza concludes.
