By  on March 26, 2009

La Prairie hopes to add value to its Platinum franchise with its newest skin care product, Cellular Serum Platinum Rare, set for an April launch.

While the product is priced like platinum — $650 for 1 oz. — Lynne Florio, president of La Prairie, insists it’s worth it. It is a follow-up to the brand’s September launch of Cellular Cream Platinum Rare, an antiaging moisturizer priced at $1,000 for 1.7 oz. That product will get a 1-oz. size for $650 in April.

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