In many instances, brands are thinking globally but acting locally in their approach to beauty. But La Prairie, with its new line of body care products — including a shampoo, conditioner, bath and shower gel, plus soap and allover body mist — that are destined for five-star hotel rooms, takes this strategy to an extreme.

This story first appeared in the November 7, 2003 issue of WWD. Subscribe Today.

Nadia Miller, La Prairie’s director of international brand development, said the aim is to boost brand awareness. “I don’t want to get ahead of demand,” she explained.

Also at Tax Free and destined for general domestic and travel-retail rollout is the brand’s new Cellular Rose Illusion Cream. It will hit counters starting in January 2004, priced at $107, or 94 euros, per 50-ml. jar. Miller calls the product a “magical line filler,” thanks to its marine extract and acid derived from green apple skin.

Slated for launch, as well, is Cellular Night Repair, targeting the face, neck and décolleté. And, for Asia, La Prairie will introduce its whitening lines Swiss Cellular White and Whitening Essence.

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