‘Revive ∙ raise ∙ redefine’ – La Prairie explores the power of the gaze with launch of Skin Caviar Eye Lift

When we focus on something, we gaze at it. The word ‘gaze’ is one that evokes intensity, passion, a propensity to dream. It is frequently used in English idioms – “to gaze longingly”, “to gaze into the soul of another”, “to meet one’s gaze” – but what does this word so weighted in poetic connotations really mean?

It is this very question, this emotional, powerful, defining quality of the gaze that La Prairie explores with its latest creation. Known as the mirror of the soul, the eyes also tell a story of time past. The eye area includes some 22 muscles which are in perpetual motion. Indeed, we blink on average 10,000 times a day. Consequently, the delicate skin around the eye is the area of the face which displays the most concentrated signs of aging, including gravity’s noticeable effects on both the upper and lower lids and brows, loss of elasticity, fine lines and wrinkles. – La Prairie Group, Eyes in Focus, June 2019.

Swiss luxury skincare house La Prairie Group this week unveiled its latest new product innovation, Skin Caviar Eye Lift.

The Moodie Davitt was the sole travel retail media representative as La Prairie unveiled the launch via a collaborative programme with three young Swiss female photographers – Daniela Droz, Namsa Leuba and Senta Simond. The project, ‘Eyes in Focus’, represented the creative interpretations by the trio of ‘the female gaze’. [Click here for our report on the programme.]

Art meets luxury: La Prairie Group Chief Marketing Officer Greg Prodromides (second from left) and President and Chief Executive Officer Patrick Rasquinet (second from right) with young Swiss photographic artists (from right) Daniela Droz, Namsa Leuba and Senta Simond.

Resonances 3 by Daniela Droz
Nanihi by Namsa Leuba.
Lucia by Senta Simond.

Following the unveiling of the artists’ works on Wednesday, attention moved to the launch of Skin Caviar Eye Lift at a press conference yesterday morning led by La Prairie Group Chief Marketing Officer Greg Prodromides and Director of Strategic Innovation and Science Dr Jacqueline Hill [look out next week for interviews with Prodromides, Dr Hill and La Prairie President and Chief Executive Officer Patrick Rasquinet]. The line will be introduced to travel retail in August.

Martin Moodie chats with La Prairie Group Chief Marketing Officer Greg Prodromides (left) and President and Chief Executive Officer Patrick Rasquinet (centre) after yesterday’s launch.

La Prairie described Skin Caviar Eye Lift as the first eye-opening serum for the whole eye area, including brows – a gentle yet effective answer to eye lifting and firming concerns. Skin Caviar Eye Lift is a potent combination of two formulas enriched with Caviar Premier and La Prairie’s exclusive Cellular Complex. It uses cutting-edge biotechnological research “to give new life and energy back to the very cells where beauty is born”, the beauty house said.

“Eyes are the mirror of the soul and the mirror of age,” said La Prairie Director of Strategic Innovation and Science Dr Jacqueline Hill. “They are the most fragile and delicate area of the face.”

La Prairie claimed that the results are “simply unprecedented”. Company scientists used innovative algorithms specifically developed for the study of Skin Caviar Eye Lift’s data. Results showed that with regular use, over time the eyes are opened while the eye contours and eyebrows appear redefined. The upper lids look tightened while crow’s feet appear visibly reduced. Lower lids appear smoothed and under-eye bags and puffiness look diminished.

The Moodie Blog – La Prairie builds an unforgettable artistic dialogue

The result was both delicious and artistic. It was in fact art on a plate, though due to the quality of the cuisine, also art of the disappearing kind. For something more enduring, guests were then able to take a private tour of The Kunsthaus Zürich and to be, once more, in the presence of multiple geniuses.

Click to read more from The Moodie Blog

“With daily use, the complete eye area appears lifted and firmed. The gaze is raised, revived, redefined – reawakened with a new appearance, with a new perspective,” the company said.

Innovative technology, design and packaging

La Prairie said that the innovation that defines Skin Caviar Eye Lift is not limited to its cutting-edge formula.

The eye area treatment, inspired by the vial design of Skin Caviar Liquid Lift and its visible caviar beads, features an activating pump that applies two formulas – one encapsulated in caviar beads, the other in a tourmaline-pink gel-cream emulsion, each housed in separate chambers. A mechanism freshly blends them with each use.

The company concluded, “At La Prairie, the boundaries of innovation are constantly being pushed, the potency of caviar science is always being enhanced and new realms of its potential are perpetually being explored.

With an infusion of Caviar Premier, the latest caviar incarnation developed by La Prairie scientists, the eye becomes the focus of La Prairie’s Swiss science. Caviar’s full lifting potential is harnessed for the first time to revive, raise and redefine the gaze.”

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