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La Prairie is bringing a new dynamic to the market this fall: Cellular Power Serum, part of the company’s existing Power Collection.
This story first appeared in the August 17, 2012 issue of WWD. Subscribe Today.
Cellular Power Serum will make its debut in September and is the third stockkeeping unit in the collection.
“First, we had Cellular Power Infusion, to boost and energize skin four times a year,” said Lynne Florio, global brand president of La Prairie. “Next, we developed Cellular Power Charge Night, to recover and recharge skin while you sleep. Now with Cellular Power Serum as part of the trio, every potential aging sign in skin is slowed down.” Cellular Power Infusion was launched in February 2011 and Cellular Power Charge Night in September 2011.
“This daily serum is quite literally a triple threat against aging, ensuring synergistic energy, protection and defense,” added François Le Gloan, vice president, Americas & Oceania for La Prairie.
The product features a trio of proprietary complexes, said Le Gloan. Defense-Fortifying Complex, a plant-infused complex containing giant knotweed, blue microalgae and heart leaf globe daisy, is said to support the functionality of skin’s oxidation sensors and prevent glycation, which can lead to a loss of skin suppleness and creation of wrinkles. Cellular Power Complex, which includes such ingredients as Swiss snow algae and tissue guidance matrix, is said to fuel defense and stimulate the skin’s natural processes for repair. Cellular Complex, which includes ginseng root extract, horsetail extract and glycoproteins, is said to help stimulate the skin’s renewal process while moisturizing and energizing skin. The formula also includes panthenol and sodium hyaluronate for moisturizing properties.
The serum will be available in about 220 specialty store doors in the U.S., including Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue, and will retail for $475 for 1.7 oz. Pricing is on par with the other items in the collection.
A digital advertising campaign will break the first week in September and run through the end of October on beauty, fashion and lifestyle Web sites, noted Amanda Macino, national training director, La Prairie.
While executives declined comment on projected sales, industry sources estimated that the new serum would generate $60 million at retail globally in its first year on counter, with about 15 percent of that figure expected to be done in the U.S.