La Prairie is set to enter the skin brightening category with a trio of new products heralding its hallmark caviar ingredient. This month, the ultraluxe Swiss brand will introduce White Caviar Illuminating Système, which is said to provide deep moisturization while addressing age spots and pigmentation.
“Even in a tough economy, we never wavered from what we stood for,” said La Prairie president Lynne Florio of the company’s commitment to elegant offerings touting cutting-edge technology. In adding yet another line, Florio said it was essential for the brand to offer varied textures, scents and treatment targets in order to provide “the luxury of choice.”
The Système will comprise White Caviar Illuminating Cream, 1.7 oz. for $450.00; White Caviar Illuminating Serum, 1.0 oz. for $450.00; and White Caviar Illuminating Eye Serum, 0.5 oz. for $250.00. The collection will be available in prestige department stores including Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstromand Saks Fifth Avenue in addition to laprairie.com and La Prairie’s three namesake spas: La Prairie at The Ritz-Carlton Spa, New York; The Beverly Hills Hotel Spa by La Prairie; and Silver Rain, a La Prairie Spa at The Ritz-Carlton Grand Cayman.
The White Caviar Illuminating Cream—a water-in-oil powder emulsion—contains as its key ingredients: larch tree and microencapsulated licorice root extracts for whitening, golden caviar extracts and Indian frankincense for firming, and white honey, white truffles, white wine extract and white flower complex for moisturization.
“It slows down the production of melanocytes, which regulate the way pigment is naturally produced,” said Holly Genovese, vice president of retail marketing and sales education.The White Caviar Illuminating Serum contains similar ingredients to the cream, in addition to oligopeptide-34 and vitamin C, which provide whitening benefits for existing and future damage. Results are visible in four to 12 weeks, La Prairie claims.
White Caviar Illuminating Eye Serum contains anti-wrinkle and anti-crow’s feet peptides purported to reduce the depth of wrinkles, increase skin density and disguise undereye darkness.
“Brightening treatments originated in Asia,” Florio said, “and that’s where this technology was originally designed. However,” she continued, “hyperpigmentation is increasingly becoming a concern in the United States. The great thing about the Système is that consumers have the option of addressing specific problem areas as well as overall illumination.”
For spring, La Prairie will also introduce its first-ever tinted moisturizer, Anti-Aging Hydra Tint SPF 20 and Cellular Eye Cream Platinum Rare—an addition to its trademark Platinum range (see below). Its spring/ summer color collection, entitled Whisper Shades—and supported by activities with La Prairie colour ambassador Raychel Wade—bows in May. The collection, $40.00 to $70.00, juxtaposes bright, lush lips with muted, black-lined eyes.
