SWITZERLAND. Luxury skincare specialist La Prairie is poised to write a completely new chapter in its business history with the forthcoming global launch of its new high-end fragrance, Silver Rain (pictured left).
The scent, which will be launched worldwide in both domestic and travel retail doors, will break on 7 March 2005. It was previewed at last week’s TFWA World Exhibition in Cannes.
The fragrance concept was inspired by the pure rain that falls on alpine glaciers, and is subsequently transformed into brilliant silver ice crystals. Silver Rain has since come to be regarded as a metaphor for things that are uncommon and exquisite, according to La Prairie.
“The name came first,” Vice President Brand Development International Nadia Miller told The Moodie Report. “Everything was created around it and the project has been three years in development.”
In line with La Prairie’s prestige skincare portfolio, everything about the fragrance collection (pictured below) is unashamedly high-end. “We are absolutely convinced that there is a void in the fragrance business for high luxury,” Miller added. “That is why we have created Silver Rain. We want to resurrect the forgotten art of perfumery, and do justice to the craft.
“There are plenty of reasons not to enter the fragrance market,” she acknowledged. “Everyone knows how saturated and competitive it is. But we know that there is a consumer for this type of product.”
In fact, so convinced is La Prairie of the pent-up demand that, in a significant break from tradition, it will introduce the fragrance simultaneously to its full worldwide distribution.
“Historically, the US has been our test market,” explained Miller. “But we are ready to do this. Women all over the world are ready [for Silver Rain]. We have a global consumer so we decided to make it available everywhere at the same time.”
And as fragrance is not subject to the same registration issues that skincare products are, a global launch makes sense in all respects.
The Silver Rain juice – a floral oriental – was created by Claude Dir of Quest. In line with its luxury positioning, the ingredients are rare and costly, according to La Prairie.
The top notes feature Dewfruit Berry, Verbena Flower, Anise Seed and Bergamot Zest. These lead to a heart that includes Gardenia Tuberose Blossom, Moroccan Red Rose Petal, Night-Blooming Jasmine; and a Crystallized Sugar Accord. The dry-down incorporates Rare Agarwood, Heliotrope Flower, Red Sandalwood and Madagascan Vanilla.
The launch will be supported by a striking print campaign shot by Hiro. “We wanted something different, and he brought such a fresh eye to the project,” said Miller.
Hiro created a “composite”, virtual woman as the face of Silver Rain. The strap line is: “A disturbance in the atmosphere”.
The Silver Rain collection comprises four core items: a 50ml edp spray, an edp purse spray with three 7.5ml refills (pictured above), a 200ml perfumed body cream and a 150g scented candle.
The recommended domestic price points are €125, €90, €135 and €90, respectively. “Of course the price is higher than “average”, but these are not impossibly expensive items,” emphasised Miller. “We believe that people will be prepared to pay a little more for quality.”
In addition to the core range, there is a limited-edition sterling silver “Cachette”, created for La Prairie by renowned silversmith Christofle. The Cachette contains three edps: Silver Rain and two complementary scents, Silver Sensuality and Silver Spice, which can be mixed and matched, according to Miller.
“There will be 1,000 numbered pieces,” she explained. “We will release 300 initially, and the remaining 700 at a later date.”
The Cachette (pictured right), which is refillable, will retail at €2,000. The 15ml refills are priced at €50 each.
La Prairie is confident that both existing and new customers will be tempted by Silver Rain. “Of course we are targeting our existing clientele,” confirmed Miller. “But our objective is naturally to reach new consumers too.”
Is this fragrance launch an indication that La Prairie has designs on becoming a full beauty house, with a make-up line to match?
“We have some colour items, which are mostly distributed in the US, Canada and South America,” responds Miller. “We have been careful to choose perfumery doors that are not so limited by space constraints, as many department stores are.
“We prefer a full presence, or none at all. We are strongly considering the UK as a launch possibility for our colour range. But we have no wish to frustrate consumers by not providing a comprehensive enough offer.”
As for the brand’s first stand-alone travel retail store, which opened in the new Airside Center at Zurich Airport in September, Miller is more than happy with the performance to date.
“It is the crowning of our success in travel retail,” she enthuses. “We were a pioneer with skincare in airport doors. We have invested in the channel right from the start, even when [the skincare category] was not considered so important.
“Regarding the Zurich store, we set ourselves very ambitious targets, which we have 70% achieved. Travel retail accounts for about 16% of our business and is growing. We are now developing the presence we have, in terms of perfecting the space and location.
Miller concludes: “Our target is to create 10 stand-alone stores in travel retail. We are already talking to prospective partners about our next one.”
MORE STORIES ON LA PRAIRIE
La Prairie prepares for Chinese debut – 15/09/04
La Prairie to offer facial sessions at Zurich’s Kloten airport – 01/09/04
La Prairie creates new top-end travel set – 19/07/04
La Prairie restructures its Distributor Markets Organization – 01/07/04
La Prairie unveils new anti-ageing eye treatment – 12/05/04
La Prairie’s stand-alone debut on target for September opening – 13/04/04
