La Prairie boosts Skin Caviar with seven worldwide airport installations

Luxury skincare house La Prairie has invested heavily in a series of high-profile promotions for the newly-remastered Skin Caviar Luxe Cream in duty free and travel retail.

Full-immersion installations were first initiated at Shanghai Pudong International Airport (85sq m) and Singapore Changi International Airport (36sq m) in the first week of September.

These were followed by Paris Charles de Gaulle Airport in France, Zürich Airport in Switzerland, and Beijing Capital International Airport in China in late September and early October. The final two installations will launch at two terminals at Dubai International on 1 November (full details of dates and exact locations below).

Pride of place: La Prairie’s installation at Singapore Changi Airport is very open and accessible, with the treatment area shown above, and a treatment in progress below.

Beiersdorf-owned La Prairie has developed open, walk-on or walk-though structures for its animations, depending on the spaces available. They are designed to invite travellers to explore the products and read – or watch videos – about the story of Skin Caviar, a franchise that has been in the market for over three decades.

This first section of the installation pays homage to the science behind the line and the audacity of La Prairie’s innovation when it first launched in 1987. According to the brand “La Prairie broke the codes of skincare by being the first to introduce caviar – infusing skin with the very source of life”. The house believes its highly-researched formulations and elegant packaging elevate skincare to art.

The latest release of Skin Caviar Luxe Cream has been strengthened and magnified, claims the brand, with “the scientific breakthrough” of Caviar Premier, which augments natural caviar extract with caviar mimetics. The new formulation is said to have even better lifting and firming actions by tightening and toning.

Dates and locations of HPP animations

1 September – 31 October:     Shanghai Pudong International Airport Terminal 1

4 September – 15 October:     Singapore Changi Airport Terminal 3

27 September – 31 October:    Paris Charles de Gaulle Airport Terminal 2E

27 September – 11 November:  Zürich Airport Level 1

1 October to – 31 December:    Beijing Capital International Airport Terminal 3

1 November – 14 November:    Dubai International Terminal 3

1 November – 1 December:    Dubai International Terminal 1

The larger concourse space used by La Prairie at Shanghai Pudong International Airport has enabled the brand to create a walk-through effect (below) with a discovery wall on one side and a sampling table on the other.

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