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The new Cellular Revitalising Eye Gel is said to target the most obvious signs of ageing, notably puffiness, fine lines and dark circles |
SWITZERLAND. Eyes and lips will be a key focus for La Prairie in 2007. Specifically, a new product called Cellular Revitalising Eye Gel will replace the company’s existing lipo-sculpting eye product. It will be available from February, priced domestically at €122 for 15ml.
“Many people dream of using La Prairie for everything, but are constrained by our price points,” explains Managing Director of Travel Retail/Duty Free Worldwide and Distributor Markets Europe and Middle East Maike Kiessling.
“However they are prepared to spend on products for specific problem areas, such as eyes – and we are known as the eye specialists. So this is often the point of entry for clients. Luckily La Prairie is addictive, so eye products often prove to be a great way to capture new consumers.”
Cellular Revitalizing Eye Gel is said to target the most obvious signs of ageing, notably puffiness, fine lines and dark circles. It also delivers a cooling, refreshing sensation, and is an excellent base for eye make-up, according to the company.
“We hope that this product will be popular with men, because they loved the lipo-sculpting gel,” reveals Kiessling. “And why shouldn’t they? We don’t need special men’s products as such, because the base of all our products in the Cellular Complex, and while the skin thickness varies, the cells of men and women are no different”¦a cell is a cell is a cell.
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Taking lip service to another level: the two new dedicated products from La Prairie |
“Also the formula is modern and light, and the packaging is glass and silver. The product as a whole is equally suited to both men and women.”
In other news, La Prairie’s lip portfolio will be extended with two new products in February.
Cellular Lip Renewal Concentrate is said to repair, firm and visibly plump lips that have become thin, dry and lacking in colour. Cellular Lip Line Plumper targets unsightly vertical lines, replenishes collagen and visibly improves lip contours, making lips appear younger, fuller and more sensual, according to La Prairie.
“Basically, the names are self-explanatory,” notes Kiessling. “And both the products offer multiple benefits, which is becoming more the norm today. Before, we had many more specialist products, which customers used one on top of the other. Now people still want specific products for different areas, but each product is expected to do more.”
The concentrate will be priced domestically at €76 for 15ml, and the plumper at €68 for 2.5ml.
“To maximise visibility we will merchandise these new products together with our Cellular Treatment Rose Illusion Line Filler,” notes Kiessling. “And at airports we will offer little touch-up treatments using these items, and show what a difference they can make.
“The colours [pink, blue and silver] look great together. And hopefully the combination will convey that while La Prairie is luxury and hi-tech, it can be fresh, dynamic and young too.”
MORE STORIES ON LA PRAIRIE
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La Prairie poised for second stand-alone opening – 30/10/06
La Prairie and Swarovski sparkle with Silver Rain – 21/09/06
La Prairie introduces Cellular Treatment Colour Système to Europe – 13/09/06
