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Article: LA PRAIRIE RECHARGES ITS IMAGE.(new skin care products)
- Article from:
- WWD
- Article date:
- April 13, 2001
- Author:
CopyrightCOPYRIGHT 2001 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- The tony, sedate little world of high-priced luxury skin care is about to shed its white gloves and learn to boogie.
La Prairie Switzerland was a pioneer of the luxury treatment category in U.S. department stores when its placenta-based products -- later switched to a bio-engineered plateau -- came out of a Swiss clinic in 1978. Now it is about to embark on its most high-profile and aggressive campaign to lure new customers to its counters.
At the heart of the effort lies the launch in September of a collection of six de-aging serums, priced $150 for each 1-oz. bottle.
In addition to the product launch, La Prairie will launch an ...