SWITZERLAND. Luxury Swiss skincare specialist La Prairie is celebrating its 25th anniversary this month with a larger size of its premier treatment product, Skin Caviar Luxe Cream. The company has created a special 100ml presentation, to complement its standard 50ml reference, in line with customer demand.
Since its introduction in 1999, more than two million jars have been sold, and today Skin Caviar Luxe Cream represents almost 10% of the brand’s total sales. As the flagship of La Prairie’s Caviar Collection, it is the company’s fourth best-selling product worldwide. Unit sales grew 19% in 2002.
Skin Caviar Luxe Cream 100ml began rolling out last month to travel retail doors in Europe, the Middle East and Asia. Its recommended domestic market price is €580.
As its anniversary demonstrates, La Prairie was a founder member of the super-premium sector, in both domestic and tax free markets. Within the past few years, a distinct so-called “super-stratum” of luxury, high-end anti-ageing products has done much to fuel sales within women’s cosmetics, as more suppliers (Estée Lauder, Helena Rubinstein and Lancaster, for example) have entered this segment.
In addition, La Prairie has extended its Caviar Collection with a new, portable concealer/foundation duo called Beauté À Porter. This comprises a compact, 12cm silver cylinder presentation, which houses the company’s Skin Caviar Concealer and Foundation SPF 15. The products are claimed to not just cover imperfections, but to protect and firm skin too.
The foundation element of Beauté À Porter is packaged in the body of the wand, and applied with the integral brush. The colour-matched concealer is tucked away in the wand cap.
Beauté À Porter is available in eight shades, and comes complete with one Skin Caviar Foundation SPF15 refill. It will retail domestically at about €88.
The product will be launched in European domestic and tax free markets in October, followed by Middle Eastern, Australian and Asian travel retail doors in November, with the exception of Japan and South Korea, where it will be introduced domestically in 2004.
