In a bid to continue the growth of one of its best-selling franchises, La Prairie is set to launch in September Cellular Radiance Emulsion SPF 30 — a product designed to brighten and hydrate skin and fight signs of aging.
The product joins four others in La Prairie’s Cellular Radiance lineup, said Lynne Florio, president of La Prairie. “The Radiance franchise does about 12 percent of our overall business, and we expect this new addition to boost that without cannibalizing business,” she said.
While Florio refused to discuss sales projections, industry sources estimated the product could add at least $5 million at retail in its first year on counter to the Radiance franchise, which does about $10 million at retail yearly.
Margaret Edelman, managing director of product development for La Prairie, noted key ingredients include “a state-of-the-art peptide” combined with colloidal gold particles, said to help increase levels of collagen and improve skin elasticity; extract of silver vine, added to increase skin brightness; zinc, magnesium and copper, all designed to protect skin from oxidative stress, and a brightening complex intended to prevent age spots from forming and even skin tone.
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The product will retail for $425 for 1.7 oz. It will be available in about 240 specialty store doors, including Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue.