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LOS ANGELES — La Prairie marked the launch of its latest skin care product, Cellular Cream Platinum Rare, with a luncheon in Bel Air, Calif., last week that benefitted the entertainment industry’s Stand Up For Cancer initiative.
At $1,000 for 1.7 ounces, Cellular Cream Platinum Rare is La Prairie’s most expensive item, but Lynne Florio, worldwide president of the Beiersdorf AG-owned brand, indicated it is finding an audience in a highly price-conscious selling environment.
“There is a relationship between the investment, the value and the results you see,” said Florio. Still, the cream is aimed at a select group that can comfortably afford Birkin bags — there were quite a few on the arms of many of the luncheon’s roughly 50 attendees, who included actresses Angie Harmon, Perrey Reeves, Rose McGowan and Michele Hicks.
Cellular Cream Platinum Rare’s, platinum, peptide, vitamin and antioxidant-infused formulation is designed to moisturize and balance the skin, while adapting to the climate and fighting the appearance of lines and wrinkles.
A presale program for Cellular Cream Platinum Rare, which hit shelves last month, yielded a 90 percent sell-through rate, noted Holly Genovese, La Prairie’s vice president of retail marketing and sales education. The item is carried at roughly 200 doors in the U.S., including Saks Fifth Avenue, Bloomingdale’s, Neiman Marcus and Nordstrom, and is slated to reach international markets in six to nine months.
Industry sources estimate Cellular Cream Platinum Rare could account for 10 percent of La Prairie’s worldwide sales this year, which are projected to reach $400 million.