Haleon is changing the game in personal healthcare by making self-care and wellness simple and cool through education and awareness about vitamins. Known for big-name brands like Sensodyne, Parodontax, Centrum and Panadol, Haleon’s mission is clear: Better Everyday Health.
Through fun and engaging campaigns, they’re spreading the word about living healthier. That’s what powers Vitamin See by Centrum — a unique experience that turns the hidden science of vitamins into something you can see, hear, and feel.
The company aims to deliver better health with compassion. This vision inspires Vitamin See by Centrum, an immersive experience that brings the unseen science of vitamins to life, allowing people to see, hear, and feel its impact.
“Health is no longer just about treating illness; it’s about prevention, empowerment, and making science feel human. At the forefront of this transformation is Haleon, a global leader in consumer health, and its flagship brand Centrum. Together, they are redefining how people experience wellness — and the UAE is leading the charge,” Murtaza Mahfooz, Regional Marketing Director at Haleon, said during an interview.
Murtaza, an industry veteran with over 15-year experience in the GCC and Turkey, highlights importance of vitamins and explains how its deficiency can cause health issues and impact wellness and wellbeing of people. He opines that vitamins should become a part of everyday life rather than considered a medicine.
“Many people think vitamins should only be used when they’re sick. This is not the case, and it is our prime responsibility to educate people about their healthcare and wellness to enjoy a happy and prosperous life. Health should feel personal, not clinical,” he said.
Better Health with Humanity
Haleon is a global leader in consumer health and its product portfolio spans six major categories — Oral Health, Vitamins, Minerals and Supplements (VMS), Pain Relief, Respiratory Health, Digestive Health and Therapeutic Skin Health and Other. Its long-standing brands — Advil, Centrum, Otrivin, Panadol, Parodontax, Sensodyne, and Voltaren — are built on trusted science, innovation and deep human understanding. “Our purpose is simple: to deliver better everyday health with humanity. That means balancing science with a human touch in everything we do. This philosophy comes to life through innovative activations that make science relatable,” Murtaza said.
“From the Chill Test — which recreates that sharp twinge when biting into ice cream to highlight sensitivity — to the Plaque Test, which shows why spitting blood when brushing is a sign you shouldn’t ignore, Haleon is turning complex health concepts into simple, actionable experiences,” he said.
“When people see themselves in the story, they engage. That’s the essence of marketing with purpose,” Murtaza explains.
The Power of Self-care
For Haleon, self-care is more than a trend; it’s a movement. “It’s all about education, education, and education,” Murtaza emphasises.
By empowering consumers with better information, Haleon aims to reduce the burden on healthcare systems and help people take charge of their health early. Its ambition is to reach one billion more consumers by 2030 by strengthening its oral health research and development capabilities and putting health in more hands globally. “If we can help people act proactively, we’re not just improving lives — we’re reshaping healthcare.”
Wellness: From Treatment to Prevention
The wellness category, often overlooked, is now gaining urgency and catch the attention of people. “Think of it this way: if you spit blood when you brush, you reach for a gum health solution — that’s treatment. Wellness is about making sure your gums stay healthy so that it never happens — that’s prevention,” says Murtaza.
Similarly, if biting an ice cream gives you a sharp twinge, you turn to a sensitivity toothpaste — again, treatment. Prevention means acting before the pain starts.
“During the Covid-19 pandemic, the surge in supplement use proved that consumers are ready for proactive health solutions. Haleon’s mission is to make wellness actionable and exciting,” he said.
Centrum stands as the world’s leading multivitamin brand and the most clinically studied multivitamin globally. “As a leader in this category, we have a responsibility to educate and inspire,” Murtaza asserts. “When people see Centrum, they see trust, science, and simplicity — and that’s exactly what this category needs.”
The Future of Health Engagement
Haleon recently launched Vitamin See, a world-first activation that makes the invisible benefits of vitamins visible. Using spectrophotometry, visitors receive a personalised wellness profile across 60+ checkpoints — from vitamins and minerals to gut health and oxidative stress. The 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 — the 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 and visitors from Sharjah City for Humanitarian Services joined 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 people.
“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,” Murtaza concludes.
Muzaffar Rizvi is an accomplished financial journalist with more than 25 years of experience in the UAE and Pakistan. He has good writing skills, strong grip on production and an excellent news sense.
