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La Prairie’s ‘Golden Hour’ To Launch

Cellular Radiance Perfecting Fluide Pure Gold will bow in February.

La Prairie is aiming to strike gold with its latest skin-care offering.

Cellular Radiance Perfecting Fluide Pure Gold, which will launch in February, is “a new generation skin perfector” intended to provide radiance to the skin, said Elizabeth Lamont, vice president of marketing, North America/Oceana, for La Prairie.

“The product helps skin mimic the ‘golden hour’ of the day — that time before dusk when soft, amber light makes your skin glow,” said Lamont. “It has an almost incandescent filter effect on the skin. To mimic the subtle luminosity that the ‘golden hour’ imparts on skin, this product uses a combination of pure gold, golden photo-reflecting agents and a collagen-boosting gold peptide, as well as our Golden Lotus blend, for luminosity and firmness.”

The lightweight gel-cream emulsion becomes fluid when applied to the skin, Lamont noted, adding that the gold in the formula has immediate antiredness properties. ” Over the long-term, skin quality is improved from deep within; the texture is refined and smoothed and firmness increases.”

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The product is designed to be used once daily after cleansing, toning and serum application. A 1.4-oz. bottle will retail for $525. The packaging features a clear Lucite outer-shell bottle with a gold cylinder showing through. Its cap is sliver, with a rose-gold band.

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The product is part of the brand’s Radiance collection, intended to offer revitalizing and perfecting solutions, said Lamont.

As well, the brand is also launching a new shade of its Cellular Radiance Cream Blush in February. Lamont noted that the blush, available in five shades, contains La Prairie’s proprietary Cellular Complex, said to help stimulate skin’s natural repair process, chamomile extract to soothe skin, antioxidan Vitamins A, C and E to fight free radicals and silica to absorb excess oil without drying skin. The new shade, Lotus Glow, is intended to give skin a hint of opalescent shimmer. Priced at $70, it will be sold in a silver zippered leatherette pouch.

In the U.S., La Prairie is sold in about 220 doors, including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Bloomingdale’s, Nordstrom and