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Marketing in Brief: LaPrairie Cellular Brightening

This article was originally published in The Rose Sheet

Executive Summary

LaPrairie Cellular Brightening: System "lightens" and "brightens" the complexion while offering sun protection, LaPrairie said. The collection includes four "advanced" products that "inhibit melanin production (melanogenesis) by not allowing the enzyme Tyrosinase to produce new melanin cells," the company claims. The lighteners are formulated with ingredients such as vitamin C-derivative magnesium ascorbyl phosphate, licorice extract, glycyrhetinate, glycoproteins, ginseng extract, green tea and AHAs. The "antioxidant activity of licorice combined with green tea helps prevent the formation of new brown spots," the firm claims. Products include Soothing lotion, Intensive Essence, Day Emulsion SPF 15 and Night Treatment. The line will be available in January at prices ranging from $65 for the soothing lotion to $125 for the night treatment...
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