Centrum Launches “Vitamin See” to Make Wellness Visible in Dubai
Centrum by Haleon Unveils “Vitamin See,” a Multisensory Experience That Redefines Wellness Awareness
For most people, wellness exists as an abstract concept — they are told vitamins are important, yet they rarely understand what is happening inside their bodies. Deficiencies don’t announce themselves loudly, and health science often feels distant, technical, and invisible. This November, however, visitors to Dubai’s Kite Beach are being invited to see their wellness like never before.
Haleon, the global consumer health company behind some of the world’s most trusted wellness brands, has unveiled Vitamin See, a pioneering activation created for its leading multivitamin brand, Centrum. Designed as an interactive, multisensory experience, Vitamin See aims to make the unseen visible — translating internal vitamin levels into light, sound, colour, and emotion.
“Wellness today is often seen as optional — something nice to have rather than essential,” said Arda Arat, General Manager for the Gulf & Near East at Haleon. “People know vitamins matter, but they can’t see how they work. Deficiencies are silent, and the science feels invisible. With Vitamin See, we wanted to change that narrative.”
Turning Science into an Experience
At the heart of Vitamin See is a simple but powerful idea: when people can see and feel their health data, it becomes meaningful. The journey begins as visitors step inside the installation and undergo a quick, non-intrusive palm scan. Using cutting-edge technology, the scan assesses nutrient indicators and converts them into a personalised visual and sensory display.
Inside the dome, participants encounter six sculptural monoliths, each representing key vitamins — A, B6, B12, C, D, and E. These structures react in real time, lighting up in varying intensities and colours, accompanied by soundscapes that reflect the individual’s nutrient profile.
“The dome becomes their canvas,” Arat explained. “What would normally be a clinical report is translated into sound, light, and motion. This is not a static health reading — it’s a dynamic, emotional narrative about your body, designed to inspire and educate.”
The aim is not diagnosis, but awareness. By transforming clinical concepts into an artistic experience, Vitamin See bridges the gap between science and everyday understanding.
Perfect Timing, Perfect Location
The activation is being hosted at Kite Beach from November 11 to 18, aligning with the city-wide Dubai Fitness Challenge, which encourages residents to commit to 30 minutes of physical activity for 30 days.
“I can’t think of better timing or a better location,” said Arat. “Kite Beach is one of Dubai’s most popular destinations, and during the Dubai Fitness Challenge, the entire city is already talking about movement, health, and well-being. Vitamin See fits naturally into that energy.”
By placing the activation in a high-footfall, outdoor wellness hub, Haleon ensures that health awareness reaches consumers in a relaxed, curiosity-driven setting rather than a medical one.
Wellness with Inclusion and Empathy
Beyond innovation, accessibility has been a core focus of the project. Haleon has incorporated features to ensure visually impaired visitors can fully experience Vitamin See through tactile elements and sound-based technologies.
“At Haleon, inclusion isn’t just a principle — it’s embedded in how we design experiences,” Arat said. “True health innovation means breaking barriers. Wellness should be accessible, welcoming, and meaningful for everyone.”
This approach reflects Haleon’s broader mission to deliver better everyday health through its portfolio of trusted brands, including Panadol, Sensodyne, Parodontax, and Centrum.
Centrum at the Core
While Vitamin See feels like an immersive art installation, its foundation remains firmly rooted in science. Centrum has been trusted globally for decades as a science-backed multivitamin designed to support nutritional balance and overall well-being.
“The promise of Centrum is simple,” Arat explained. “To help build the body from the inside out and make nutrition accessible for all. Physical health and emotional well-being are deeply connected, and that science is what drives everything we do.”
More Than an Activation — A Mindset Shift
Haleon hopes Vitamin See achieves something deeper than brand visibility. The company sees it as a movement toward self-awareness and proactive health.
“This isn’t just an activation,” Arat emphasised. “It’s about changing mindsets — from scepticism to self-care. When people understand how their body works, they feel empowered to take control of their health.”
By making vitamins visible and wellness tangible, Vitamin See reimagines how consumers connect with their bodies — not through fear or diagnosis, but through curiosity, understanding, and engagement.
In an age where health information is everywhere yet rarely felt, Vitamin See offers a rare experience: wellness you can see, hear, and remember.
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