By  on January 28, 2011

La Prairie is looking to charge up with Cellular Power Infusion, an antiaging treatment product designed to “boost” skin repair and be used with existing regimens.

The item, which includes four 7.8-ml. bottles in a white leather box and is priced at $475, is meant to last 30 to 40 days, according to Lynne Florio, president of La Prairie.

“It enhances the natural cellular renewal cycle,” she said. It’s also intended to protect epidermal stem cells.

Each bottle has a silver base, and, in a novel concept, when it is twisted, the formulation begins to turn a lilac hue — a process called the “accelerant activation.”

Cellular Power Infusion was launched with a bit of fanfare at the brand’s counter at Bloomingdale’s 59th Street flagship last week. That afternoon, customers were introduced to the product, and it was the same for a bevy of editors and bloggers in the evening.

“This is a new step in cosmetics products and in the company,” said Patrick Rasquinet, president and chief executive officer of La Prairie Group, who came in from Switzerland for the launch event. “Innovation brings a lot of energy to the company.”

It is due on shelves Feb. 1 at Bloomingdale’s, Bergdorf Goodman, Neiman Marcus, Nordstrom and Saks Fifth Avenue. A worldwide rollout is to follow in six months.

“Any event is about customer interaction,” said Howard Kreitzman, vice president of cosmetics and fragrances at Bloomingdale’s. “What’s most meaningful for us is [being] able to work with La Prairie to celebrate something very unusual.”

Michael Gould, Bloomingdale’s chairman and ceo, agreed, saying, “La Prairie is one of the most important resources we have. Its upscale positioning is [key] to the brand’s strategy. They’ve kept true to that.” Speaking on the topic of loyalty from “upmarket” customers, Gould pointed out that La Prairie has “the highest repeat business in cosmetics” at the store.

The product employs Swiss snow algae to protect the skin, a peptide to foster mitochondrial DNA repair and phyto stem cell extracts of red grapes. Cellular Power Infusion also includes panthenol, glycerol, sodium hyaluronate and extracts of grape seed and papaya.

The item could generate $10 million in first-year retail sales in the U.S., industry sources speculated, adding the global 12-month total may reach $50 million.

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