La Prairie Draws On Luxury Heritage To Launch First Fragrance
This article was originally published in The Rose Sheet
Executive Summary
La Prairie is making its foray into the fragrance category with the launch of Silver Rain, a scent positioned to appeal to "elegant and romantic global" women, the firm announced
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La Prairie is making its foray into the fragrance category with the launch of Silver Rain , a scent positioned to appeal to "elegant and romantic global" women, the firm announced. Silver Rain "evokes the essence of indulgence, feminity and sophistication," La Prairie said. The fragrance "is about a moment in life when a woman is seeking the rarest of luxuries," according to President Lynne Florio. Top notes are comprised of crisp green apple, verbena flower, dewfruit berry, anise seed, crushed coriander and bergamot zest, blending to a heart of gardenia tuberose blossom, red rose petal, juicy plum, star magnolia, dewfruit berry, crystallized sugar and night blooming jasmine. The drydown features patchouli leaves, red sandalwood, creamy tonka bean, heliotrope flower, vanilla infusion, rare agarwood and rich musk. Launching in March, the collection includes a 1.7 oz. edp spray for $135, a set of three .25 oz. edp purse sprays for $100 and perfumed body cream for $150. A Silver Rain candle ($100) and limited-edition sterling silver cachette containing three variations of the scent ($2,000) also will be offered. The launch will be supported with print ads that will reflect the brand's "heritage of luxury and exquisite taste," the firm said. La Prairie additionally announced it will expand its Swiss Cellular anti-aging skin care line with a collection of three masks positioned as at-home spa products. Bowing in November priced at $125 each, the masks are formulated to firm, lift and replenish skin similar to treatments usually available only in spas, the firm said. Explaining the concept behind the launch, Florio said, "A woman's skin requires lifting, firming, and replenishment. We are constantly battling the stressors of the environment and daily life. Sometimes a solution which is called a 'luxury' is actually touching upon a need so basic, that it must be appreciated as an essential." The firm introduced Swiss Cellular in 2001 as a collection of six serums marketed as "potent troubleshooters" that address specific skin care needs, such as retexturizing, hydrating or normalizing (1 (Also see "La Prairie Swiss Cellular De-Agers To Simplify Skin Care Portfolio" - HBW Insight, 21 May, 2001.), p. 8). The new additions include Cellular Revitalizing Mask, a whipped, cream-gel that moisturizes the skin, "as an aromatherapy blend of natural ingredients helps to stimulate and de-stress, uplifting the mind and body." The product is formulated with pro-endorphin complex to alleviate signs of fatigue and stress, anti-oxidant complex comprised of vitamins E and C and thiotaine to protect from free radicals and aromatherapy complex consisting of juniper, orange, and lemon to stimulate, refresh and reduce stress. Additional ingredients include natural plant extract complex consisting of arnica, cucumber, and hyaluronic acid, cocoa extract, safflower seed oil and raspberry butter. Cellular Deep Cleansing Mask for normal to oily skin exfoliates without stripping moisture, according to La Prairie. The formula contains ingredients like triple alpha-hydroxy complex and salicylic acid to "accelerate exfoliation, revealing fresh, clear skin," methacrylate to trap oil and natural clays kaolin, bentonite, and tapioca starch to absorb oil. A beta-hydroxy complex exfoliates and retexturizes, the firm claims, while aloe vera, chamomile, and mugwort extracts reduce irritation and zinc oxide decreases redness. Cellular Hydralift Firming Mask rounds out the collection. The mask contains phytokine and a plant-derived complex to encourage production of collagen, elastin, and water-based glycosaminoglycans. "These ingredients have a profound effect on the appearance of skin's firmness and elasticity, as they work towards minimizing fine lines and wrinkles, soothing and protecting, while helping to reduce redness," the firm says. An advance moisture complex containing silicones, shea butter, avocado, soybean oil and oat kernel extract, replenishes moisture, while hydrolyzed soybean protein, pisum sativum, and malus fruit extracts and caffeine help minimize the appearance of fine lines and wrinkles. Chamomile, blue algae and calendula extracts, aloe vera gel and bisabolol further soothe the skin, reducing redness and signs of irritation. |