La Prairie is giving antiaging a boost with its newest product, Anti-Aging Rapid Response Booster — the latest in a series of initiatives aimed at raising the brand’s global awareness.
The liquid-gel serum launches globally in April, and becomes the 10th stockkeeping unit in La Prairie’s Anti-Aging Collection, noted François Le Gloan, president of La Prairie Americas/Oceania.
While serums have been a mainstay of La Prairie’s collections addressing mature skin — serums account for 16 percent of the brand’s overall offering at present — this is the first in the Anti-Aging Collection, which targets a thirtysomething consumer at a more accessible price point, noted Elizabeth Lamont, vice president of marketing for La Prairie Americas. The collection is number two overall in the company based on units sold, she added.
Related Articles
The new product is intended to deliver peptides via a targeted capsule delivery system, said to deliver benefits directly to the cells, which produce collagen and elastin. “Over the course of two weeks, the appearance of wrinkles and long lines seem to erase, showing dramatic visible improvement on the skin,” said Andrea Ford, director of global education for La Prairie. Key ingredients include Anti-Wrinkle Peptide (Copper Palmitoyl Heptapeptide-14), the encapsulated peptide, said to plump from within; Skin Cell Energizer (Methyl-Glucoside-6-Phosphate), said to improve skin barrier protection in mature skin, and silver vine extract, said to improve skin’s translucency and brightness by reducing the impact of oxidative stress. It also contains La Prairie’s proprietary blend of glycoproteins, horsetail and ginseng extracts, which is used in nearly all of the brand’s skin-care offerings and many of its color cosmetics.
You May Also Like
A 1.7-oz. serum will retail for $290. In the U.S., it will be sold in about 220 doors, including Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue and laprairie.com. While executives declined to comment on projected sales, industry sources estimated that Anti-Aging Rapid Response Booster could do $50 million at retail globally in its first year on counter. The U.S. business is expected to generate 17 percent of the total.
The brand is also aiming to further raise its profile, particularly in the U.S. “Our heritage goes back to the Thirties, and that’s not necessarily well-known,” said Lamont. “We’ve known the story, and sort of kept to ourselves. We wanted to reveal to our customers what our story, what our legacy is, to give a framework for the products that we bring to market.” That will happen through bold new visuals that salute the brand’s history, ads that call out and explain product benefits in a more comprehensive way, digital initiatives and continuing to update the brand’s Web site, giving customers “more of a reason to believe.”
The brand is also launching a new tagline — “Who but La Prairie would go to the ends of the Earth to bring you back the most precious resource of all: time.” The brand’s new signature statement will be on all materials, including the Web site, brochures, advertising and other collateral, said Lamont. National advertising for the new serum appears in April fashion, beauty and lifestyle magazines.