Ageing gracefully: La Prairie smooths the way to a radiant future

La Prairie has unveiled new Line Interception Power Duo, described as the brand’s “most advanced anti-ageing product yet”.

The product, aimed at women aged 35+, is said to be able to fight wrinkles in two weeks. Targeting expression lines, UV damage, creases and folds, the product works on both existing lines and wrinkles and ones that are just beginning.

The main science behind Line Interception is based on inhibiting the signalling pathways that cause facial muscles to contract. Where injectables stop the pathways at one stage, La Prairie claims that its new product inhibits the pathways at three different stages.

Line Interception Power Duo is positioned as an anti-aging ‘alternative to professional procedures’
Line Interception Power Duo is positioned as an anti-ageing “alternative to professional procedures”

The daytime formula contains three specialised peptides to inhibit the signalling pathways along with an SPF30 to protect against UVA and IRA (infrared) radiation.

For night, anti-wrinkle peptides work to stimulate the production of collagen, elastin and hyaluronic acid to aid skin’s natural night time renewal process.

Both the day and night creams contain La Prairie’s exclusive rejuvenating Cellular Complex.

The day and night cream are housed in the same pump bottle which has a dual-barrel: silver for day and matte black for night.

La Prairie recommends using Line Interception Power Duo together with its Anti-Aging Rapid Response Booster which prepares the skin for renewal.

Interview: 2017 a year of focus for La Prairie

Speaking to The Moodie Davitt Report recently, La Prairie Group Vice President Global Travel Retail Laurent Marteau revealed the company’s plans for 2017.

“We have two strong initiatives in the first semester [Line Interception followed by White Caviar Illuminating Pearl Infusion, due for worldwide travel retail release in March] followed by the 30th anniversary of Skin Caviar in the second semester which will be something we will really focus on. I cannot say much more at this stage but we have exciting projects coming up. This year should be a good year for La Prairie.”

La Prairie Group Vice President Global Travel Retail Laurent Marteau: “La Prairie is not premium, it is luxury. That is a very important differentiation”
La Prairie Group Vice President Global Travel Retail Laurent Marteau: “La Prairie is not premium, it is luxury. That is a very important differentiation.”

This year will also see La Prairie place greater focus on its Swiss heritage and streamline its image and packaging.

“Maybe our offering was a little bit complicated to understand in the past because all our packaging looked rather similar,” noted Marteau.

“We are refocusing to deliver a clear identity for all the categories. In addition, we are streamlining our assortment on the travel retail side. We are now focused on 85 key references so we have a very sharp assortment which helps us to focus on our different markets.”

When asked whether travel retail provides a suitable environment for premium and luxury brands, Marteau pointed to the seismic changes in what the modern consumer is looking for.

“In every category there is a positive evolution towards luxury”

“In travel retail, look at the evolution of fashion: Vuitton, Chanel, Dior, Gucci: all the fashion boutiques are now visible but if you had asked them ten years ago to enter travel retail they would have said: “No, it is not for us.” Also the liquor evolution. It used to be the duo packs of cheap and cheerful bottles that drew customers, now it is the expensive Cognacs and Champagne. In every category there is a positive evolution towards luxury.

“You will still get people who want to get a bargain but it is no longer the number one reason for purchasing in duty free. Now first is exclusivity, something that cannot be found in the local market and consumers want to have a level of service they can’t get anywhere else. This positive revolution helps us as a luxury brand,” said Marteau.

“Travel retail made up 20% of La Prairie total sales last year so it remains an important driver for the brand”

Marteau concluded: “Travel retail is still a very important pillar for us: it is a window on the world when it comes to image, when it comes to service. Travel retail made up 20% of La Prairie total sales last year so it remains an important driver for the brand. It shows that what we are doing in travel retail is paying off at company level.”

 

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