La Prairie: The Gold Standard – 24/11/06

Cellular Radiance Concentrate Pure Gold contains colloidal gold, a liquid suspension of 24ct gold, which enables the minuscule flecks to dissolve onto the skin, imparting an unprecedented glow of health and vitality, according to La Prairie

SWITZERLAND. Visitors to La Prairie’s stand at Cannes this year could not have failed to notice the discreet – but nonetheless distinct – gleam of gold.

That gilded décor was created to herald the launch of a new flagship skincare product, called Cellular Radiance Concentrate Pure Gold.

This premium new ‘Super Serum’ contains colloidal gold, a liquid suspension of 24ct gold, which enables the minuscule flecks to dissolve onto the skin, imparting an unprecedented glow of health and vitality, according to La Prairie.

The gold’s brightening action is enhanced by quartz, liquid crystals and reflective pigments.

In addition to the instant visual effect the gold is said to melt into the skin to slow down the breakdown of collagen and elastin, thereby helping to maintain the skin’s youthful elasticity and firmness.

The product is also claimed to help diminish lines and wrinkles, help regulate pigmentation, reduce the appearance of age spots and freckles and speed up exfoliation to re-surface and retexturise the skin.

“When you talk about luxury skincare you are always looking to the next level, and with Cellular Radiance Concentrate Pure Gold we believe we have taken another step closer to perfection,” declares Managing Director of Travel Retail/Duty Free Worldwide and Distributor Markets Europe and Middle East Maike Kiessling.

“This serum has an immediate radiance effect on the skin – and instant results are what consumers want nowadays if they are spending that sort of money – but it has a long-term anti-ageing effect too.

“As you would expect we have packed as much cutting-edge technology as you can possibly dream of into it.”

Cellular Radiance Concentrate Pure Gold will be available in travel retail from February 2007. In line with its premium positioning, the recommended domestic price point will be €500 for 30ml.

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

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