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Celebrating in style: La Prairie unveils a new luxury eye cream to coincide with the 20th anniversary of its Caviar Collection |
SWITZERLAND. La Prairie will celebrate the 20th anniversary of its renowned Caviar Collection with the launch of a new product, Skin Caviar Luxe Eye Lift Cream. It will be available from 20 August.
The multi-tasking formula is said to treat all seven signs of ageing (fine lines, wrinkles, loss of firmness, sagging, puffiness, dark under-eye circles and dryness) that occur in the sensitive skin surrounding the eyes, forming a smooth, elastic film for an optimal lifting action.
It provides 24-hour hydration, increases the skin’s microcirculation, brightens the entire eye area, improves the skin’s elasticity and provides anti-inflammatory and anti-oxidant benefits, according to La Prairie.
Key ingredients include the company’s famous Cellular Complex, said to stimulate the skin’s natural renewal process; Caviar Extract, to nourish and energise; and a Marine Lifting Complex, to help firm and re-plump.
Skin Caviar Luxe Eye Lift Cream should be applied morning and evening to the eye and “frown” area between the brows
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Skincare that sparkles: the limited-edition Swarovski-studded Jeweled Skin Caviar Luxe Cream |
The product is presented in a cobalt blue glass jar, topped with silver cap, and comes complete with a silver tray base to hold both the jar and an application spatula.
The recommended domestic retail price point is €250 for 20ml.
The new eye cream will be on-counter in time to mark the 20th anniversary of the launch of the Caviar Collection, which takes place this September.
The range now numbers ten products, and is a pillar of La Prairie’s luxury skincare offer. In 2005, it accounted for 20% of the company’s annual sales, with an estimated 250,000 loyal customers worldwide. Products from the Caviar Collection consistently number among the brand’s best-sellers.
“The Caviar Collection has had a strong impact on the entire beauty industry, raising its standards to new heights of pampering and performance,” explained Vice President International Brand Development Nadia Miller.
In addition to the launch of the new eye cream, La Prairie will mark its Caviar anniversary with two limited-edition items. One is the Jewled Skin Caviar Luxe Cream. This 50ml version comes with a handcrafted Swarovski crystal-encrusted holder.
The other is described as the ultimate travel accessory: a leather vanity case outfitted with a selection of seven full-size Caviar products, a silver mirror, make-up brushes and travel jewellery bag. It will retail domestically at €2,500.
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La Prairie gets body-conscious – 11/02/07
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La Prairie targets male consumers – 07/12/06
La Prairie evolves towards full beauty house status – 24/11/06
