By  on August 17, 2007

On the 20th anniversary of its Skin Caviar launch, La Prairie is eyeing a new addition to the family.

Skin Caviar Luxe Eye Cream, being launched in September, will put eye creams in a "whole new arena," said Lynne Florio, president of La Prairie. It is a complement to the brand's Luxe Cream, launched in September 1998.

"Luxe Eye Cream celebrates a mix of science and luxury," said Florio. "Not only does it address the seven most concerning eye-area agers — fine lines, wrinkles, loss of firmness, loss of elasticity, puffiness, darn undereye circles and dryness — it also has the most revolutionary ingredients and delivery systems available to treat the eye area."

The product's key ingredients include a trio of the brand's proprietary complexes. They are Cellular Complex, which is said to help stimulate the skin's natural repair process; Resculpting Complex, said to help reduce undereye puffiness and increase microcirculation, and Advanced Moisture Complex ++. The last complex combines Imperata cylindrica root to increase hydration with a protein cocktail, which includes caviar extract, sweet almond protein and a marine lifting complex that are designed to lift, firm and tighten skin, said Florio.

The formula also includes hydrolyzed wheat protein, said to help smooth wrinkles; restorative algae extract, intended to inhibit the appearance of dark circles; sea algae extract and vitamin E, said to fight free radicals and moisturize skin; arnica extract for its anti-inflammatory properties, and Nylon-12, a light diffuser that is intended to diminish the look of fine lines and wrinkles.

Luxe Eye Cream will retail for $275 for a 20-ml. jar. The luxury is played up in the packaging, as well; the jar is packaged on a silver-toned server with a caviar spoon, said Holly Parton-Genovese, vice president of retail marketing and sales education for La Prairie.

The eye cream will be available in about 200 U.S. specialty store doors, including Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, Bloomingdale's and Nordstrom. Industry sources estimate the cream could generate worldwide retail sales of $30 million during its first year on the market.

La Prairie also has two limited edition products set for the holidays. The company will make a supersize jar of its Skin Caviar Luxe Cream, $900 for 150 ml. Parton-Genovese noted that there were two standard sizes for that cream, 1.7 oz. for $350 and 3.4 oz. for $650. La Prairie will produce 800 pieces of the supersize cream. The company also will make a Swarovski crystal-encrusted version of its Skin Caviar Luxe Cream for the holidays; 645 pieces will be produced worldwide, 200 of them to be sold in the U.S. The crystal version will retail for $2,000. Both of the limited editions will be available in November.

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