SWITZERLAND. Luxury cosmetics brand La Prairie is set to expand its Cellular skincare franchise this spring with a key new treatment.
Already available on the US domestic market, Anti-Aging Complex Cellular Intervention Cream will begin its global roll-out in April.
“This will be a big focus for 2006,” International PR Manager Louise Richards told The Moodie Report at a preview during last year’s TFWA World Exhibition in Cannes.
“The Complex helps to slow down the ageing process by combating chronic silent inflammation, which happens deep within the skin. This inflammation causes carbonylation, which in turn breaks down proteins, and damages collagen and elastin.”
She continued: “Cellular Intervention Cream contains a mix of ingredients to combat carbonylation, thereby helping to improve skin texture and the appearance of lines, for visible results.”
The new treatment also combats free radicals, delivers and seals in intense hydration, and provides a “mega dose” of energising nutrients, according to the company.
The new Complex targets a younger consumer for La Prairie, aged from 30 upwards. The idea is to begin remedial action before significant problems occur – a case of prevention as well as cure.
Described as “mid-range”, the treatment will retail at about €178 for 50ml.
The launch will be supported with tube testers and luxury mini samples. And as a cross-promotion, a sample of La Prairie’s Cellular Eye Contour Cream will be included with each jar of Anti-Aging Complex Cellular Intervention Cream.
MORE STORIES ON LA PRAIRIE
La Prairie unveils new Skin Caviar Body Emulsion – 02/02/06
La Prairie revamps its sun care collection – 16/01/06
La Prairie prepares to unleash ageing Intervention – 09/11/05
