 |
La Prairie’s new Advanced Marine Biology Cream |  |
Maike Kiessling: “We call this kind of luxury eco luxe, because people increasingly want what they use to be environmentally correct.” |
SWITZERLAND. La Prairie unveiled a new anti-ageing treatment, Advanced Marine Biology Cream, at last week’s TFWA World Exhibition. It will be available from 28 January 2008.
The product is said to harness the powers found in sea borne anti-oxidants, which enable marine plant life to thrive in a hostile environment. The result is a combination of five deep-sea elements within a treatment suitable for men and women from the age of 30, to help counteract the earliest stages of ageing skin, according to the company.
These key elements include purified sea water, coral weed extract and Palmaria Palmata extract (sea parsley). The formula also contains La Prairie’s signature Cellular Complex.
In addition to guarding the skin’s ecosystem, Advanced Marine Biology Cream is helping to conserve the ocean’s ecosystem too, La Prairie claims. The fermented algae extracts that lie at the heart of the formula are derived exclusively from plants grown by means of sustainable, land-based aquaculture, without endangering the delicate balance of the sea.
Moreover, for each jar sold, La Prairie will make a contribution to the Ocean Futures Society, which oversees a variety of projects to promote the awareness and preservation of our planet’s oceans.
The Society was founded by Jean-Michel Cousteau, son of the French ocean explorer and film-maker Jacques Cousteau. Its mission is to inspire and educate people throughout the world to act responsibly to protect the world’s seas.
Advanced Marine Biology Cream is presented in a pale green frosted jar, with silver accents and cap. It will be priced in travel retail at €124 for 40ml, a level described as “affordable luxury” and an entry point into the La Prairie universe.
The product represents something of a departure for La Prairie, as it targets a younger age group and has a clear “natural” element to complement the company’s well-known hi-tech heritage.
This dovetails perfectly with the rise in consumer demand for natural and organic products, as profiled in the latest Cannes print edition of The Moodie Report.
“We have recently conducted a huge consumer study, as we do every three years, to try to define what is luxury for a new generation,” Managing Director of Travel Retail/Duty Free Worldwide and Distributor Markets Europe and Middle East Maike Kiessling told The Moodie Report.
“We call this kind of luxury eco luxe, because people increasingly want what they use to be environmentally correct. So our [Advanced Marine Biology Cream] represents a new approach, that demonstrates to younger consumers that they can have something luxury, hi-tech, efficacious but which works with and not against nature, too.”
She concluded: “We are also aware that time is luxury. This product is not something that you put under, over or after something else, it does everything that its consumer needs.”
– Look out for the full interview with Maike Kiessling, to be published soon on The Moodie Report.com
FROM THE PUBLISHER: The inexorable rise of natural and organic beauty products is examined in the latest issue of The Moodie Report Digital Print Edition. Click here to download.
MORE STORIES ON LA PRAIRIE
La Prairie prepares to spread high-end Holiday cheer with new luxury gift items – 25/06/07
La Prairie celebrates Caviar anniversary with new Luxe Eye Lift Cream – 06/06/07
La Prairie gets body-conscious – 11/02/07
La Prairie unveils first Asian travel retail flagship with Nuance-Watson (HK) – 24/01/07
