September 24, 2008

La Prairie's $1,000 moisturizer

Swiss beauty company La Prairie's newest moisturizer Cellular Cream Platinum Rare is so high-end, they're not even advertising it. At all. Instead, they're distributing the $1,000-a-tub platinum-infused age-fighting cream among stars, stylists, beauty editors and makeup artists, and letting word of its magical powers spread. It's a new promotional tactic for La Prairie, which, until now, had not reached out to the entertainment community in such a targeted way. "At $1,000, this product is not for everybody," the company's publicist explained. "It's really for people for whom skin care is a major priority, like actors, presenters and so on."
The cream officially debuted here in Los Angeles over Emmy weekend, at the über-exclusive Platinum Guild International Gifting Suite in Beverly Hills. Platinum's healing and restorative properties are well-known, but the metal has not been incorporated in to a beauty product until now. The cream is climate sensitive, and adjusts to heat (useful if you spend your days slowly baking under studio lighting) and humidity (helpful if you're starring in "Pirates of the Caribbean").
Cellular Cream Platinum Rare (50ml / NET WT. 1.7 OZ.) retails for $1,000 US and is available at laprairie.com, Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue and Holt Renfrew in Canada.

September 24, 2008 in OPENINGS/LAUNCHES | Permalink

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