La Prairie launches its most elite, age-defying platinum range to date

When it comes to worldwide disruptions, La Prairie isn’t fazed. In fact, some of the Swiss brand’s monumental launches have been born at times of stark global uncertainty.

At the height of the Global Financial Crisis in 2008, La Prairie launched its elite Platinum Rare Cellular Cream – a product so alluring, it attracted lengthy wait lists with clients undeterred by the world’s disarray.

So it’s little surprise the iconic skincare brand has launched the most revolutionary collection of its entire history during the midst of a global pandemic.

Touted as being the epitome of the luxury house, platinum is the magical, age-defying star of the Platinum Rare Collection – a groundbreaking range promising a sumptuous glow.

"The scientists at La Prairie were intrigued by the possibilities to disrupt the rules of time and they’ve reinterpreted the platinum moment as a moment when beauty lasts for eternity." – Belinda Besant

Embracing a material fit for nobility due to its rarity and the fact that is doesn’t erode, the Platinum Rare Collection is among the most opulent creations on Earth.

While platinum isn’t new to La Prairie’s array of nature’s precious ingredients (gold and white caviar), it has been amplified to new heights through innovative and audacious scientific savoir faire, pioneering an elixir of youth.

"The scientists at La Prairie were intrigued by the possibilities to disrupt the rules of time and they’ve reinterpreted the platinum moment as a moment where beauty lasts for eternity," Belinda Besant, La Prairie’s Education Director, explains. "It is the art of rejuvenation elevated to its pinnacle."

Just as haute couture, haute horlogerie and haute joaillerie embody the most exquisite materials with utter exclusivity and fine craftsmanship, the Swiss-based company has established its own metiers transforming skincare expertise to a high art.

Readily used in the finest jewellery, chronographs and technology, platinum was first used by La Prairie in 2008 and again, although more boldly, 12 years later with its Platinum Rare Haute-Rejuvenation Collection.

"Platinum carries its own dimension of time and when platinum hurtled to Earth in a meteor shower aeons ago, it carried this unique dimension of time that we have called the platinum moment," Belinda shares. "The scientists at La Prairie were intrigued by the possibilities to disrupt the rules of time and they’ve reinterpreted the platinum moment as a moment when beauty lasts for eternity."

How to reignite your youth

It doesn’t take long for the stories of life to tell themselves in different folds and lines across your largest, most vulnerable organ.

Inspired by Clinique La Prairie’s Dr Paul Niehans, La Prairie offers the most exquisite products with precious ingredients proven to propel skincare to untouched heights.

"With age, cell processes slow down," Belinda says. "Haute-Rejuvenation reactivates the skin’s natural rejuvenating capacity by triggering key rejuvenating processes everywhere in the skin."

Cell communication, extra cellular matrix renewal, epidermal cell renewal, improvement in stress response and barrier reinforcement are reactivated with the new Platinum Rare Haute-Rejuvenation collection.

"Eventually it creates a virtuous loop of rejuvenation across all skin layers to help fight signs of ageing," Belinda explains.

The golden gem behind the extraordinary results is the trailblazing platinum multi-peptide, which supports the skin’s natural rejuvenation processes to promote epidermal stem cell renewal and cell functionality.

"We knew it was a source of life for epidermal cells because it invigorates them, but we also now know it protects the skin cells, it’s the guardian of the fragile epidermis, it slows down the ageing process by fighting damage due to stress factors and it also helps to re-densify the skin by allowing older cells to act more like younger cells," Belinda shares.

In addition, the highest concentration of La Prairie’s iconic exclusive cellular complex works alongside the platinum multi-peptide, creating astounding results.

"Part of this magic lies with the exclusive cellular complex – a formulation born in secrecy, shrouded in mystery and vigorously protected throughout the years," Belinda says. "Its components are produced in two separate laboratories and blended in a third. No one person knows the complete formula."

The delicate fragrance, gentle texture and glamourous packaging – inspired by the aesthetic of healing amethyst crystals – makes for a dreamy Haute-Rejuvenation experience.

The platinum range, which features the Platinum Rare Haute-Rejuvenation Cream (A$2,270), Platinum Rare Haute-Rejuvenation Eye Cream (A$1,465) and Platinum Rare Cellular Night Elixir (A$1,865), is not only enchanting, but it’s also backed by weighty scientifically proven results too.

"It creates a virtuous loop of rejuvenation across all skin layers to help fight signs of ageing." – Belinda Besant

After just eight weeks of applying the Platinum Rare Haute-Rejuvenation Cream, La Prairie found skin lipid content increased by 190% and stem cell proliferation increased by 18%. After just four weeks, results found a decrease in oxidative stress, which reduces skin damage by 38%, an improvement of cell communication and tenfold improvement in pro-collagen and 37% improvement in elastin.

"We manage to work on all visible signs of ageing to ensure our clients will see an augmented moisture level in the skin, a more even skin tone, an enhanced youthful glow, increased firmness and elasticity, restored volume and a refined texture and smoothed wrinkles – all signs of ageing," Belinda shares.

While La Prairie is no stranger to championing inventive formulas, the Platinum Rare Collection – which launches 9 November – is truly unlike any other.

Platinum Rare Collection's artistic touch

La Prairie may be synonymous with the world’s elite, but its mission for defying age extends far beyond enticing potions.

As the exclusive hub where innovation, science and skincare unite, the Swiss brand shares its vision of "adding years to life, life to years" through exceptional artistic partnerships.

"La Prairie’s vision is to create a world of beauty with no temporal limits, a world of timeless beauty." – Ai San Beaumont

Aspiring to create something with greater meaning, La Prairie partnered with Nobuhiro Nakanishi and Max Richter on an artistic collaboration for the inspiring Platinum Rare Haute-Rejuvenation launch.

Through Nakanishi’s sequential photograph series of the Swiss Alps at twilight amplified by the immersive composition by Richter, the essence of the platinum moment is created.

"The platinum moment film is a philosophical and metaphysical stance to attach images and sound to this instant, which defies the rules of gravity and the rules of the world," says Ai San Beaumont, La Prairie’s Marketing and Communications Director. "La Prairie’s vision is to create a world of beauty with no temporal limits, a world of timeless beauty."