LA PRAIRIE INTRODUCES PURE GOLD COLLECTION

“A kind of golden hour one remembers for a lifetime – everything was touched by magic.”

–Margaret Bourke-White

THE GOLDEN HOUR IN THE CROWN OF THE ALPS

Captivating, enthralling, the soaring majesty of the Swiss Alps awes. Their ancient minerality, their eternal snowy mantel, their lofty summits all conspire to strike with wonder the hearts of those who have the fortune to gaze upon them.

And yet this beauty reaches even greater heights when the sun begins to sink low in the sky, when its rays stretch and sweep across the mountain face. It is a moment when beauty imposes itself – undeniable. It is an instant that emits an understated resplendence – a radiance like no other. Fleeting, it is the hour when beauty is elevated to grace – the grace of the golden hour in the crown of the Alps.

THE PURE GOLD DIFFUSION SYSTEM

Inspired by this fleeting moment, La Prairie seeks to recreate its unique radiance and impart it to the skin. The house aspires to imbue skin with resplendence, as if lit from within.

One precious, rare ingredient can transmit this undeniable beauty: gold. A noble metal, its warm, flattering lustre withstands the passage of time, steadfast, persisting. It bestows its radiance in glowing peaks.

Gold is endowed with unique properties found in no other mineral. Its incomparable hue is due to its electrons that absorb energy-rich blue light and reflect complementary yellow light as a warm tone, similar to that found in radiant skin.

Yet gold’s lustre is not only reflective. At the submicron scale, a large fraction of gold atoms are concentrated at the gold particle’s surface, allowing for the attachment of active ingredients. These active ingredients are then released from the gold particles in a time-controlled manner when they interact with the skin, providing a steady diffusion of actives particularly well-suited to devitalised skin – skin that is fragile, thin, dry, rough and dull, deficient in nutrients. Both environmental conditions and physiological changes can contribute to this delicate state. When skin is devitalised, it becomes less receptive to nutrients, leading to a slowing down of renewal processes.

To address this particularity of devitalised skin, La Prairie has developed a new and exclusive Pure Gold Diffusion System, designed to provide immediate radiance and sustained delivery of two key replenishing ingredients to help compensate for the loss of receptiveness of the skin. The Pure Gold Diffusion System works in a three-peak action sequence. First comes the immediate deposition of gold particles on the skin’s surface to offer the look of instant radiance. An intense infusion of replenishing active ingredients in the free form follows.

Upon application, they immediately penetrate the skin and initiate skin nourishment and revitalisation. Finally, a steady release of the replenishing active ingredients attached to submicron gold particles completes the sequence. Once released, they penetrate into the skin in a delayed infusion to ensure that optimal levels are maintained in the skin and further support long term skin reconstruction.

Skin is left feeling revitalised, replenished, enriched.

THE PURE GOLD RITUAL

The multi-sensory experience of the Pure Gold Collection begins with the scintillating formula of the Pure Gold Radiance Concentrate. A rich fluid, it glistens with the promise of the sumptuous sensation to come. Drop by drop, it melts into the skin, leaving the slightest hint of pure gold resplendence. The snowy opalescence of the Pure Gold Radiance Cream and Pure Gold Radiance Eye Cream undulates in soft peaks, hinting at the richness contained within. Each Pure Gold Collection creation is imbued with a delicate scent conceived to capture the unique fragrance of Switzerland’s soaring summits at dusk.

The delicate signature fragrance of the Pure Gold Collection sets the tone for a resplendent experience, while the Pure Gold ritual provides both an immediate glow and long-term skin benefits, with three distinctive formulas designed to infuse the grace of the golden hour. The skin is instantly imbued with the look of healthy youthful resplendence, as if lit from within. Over time, its overall structure is improved. Splendour is restored and the impact of environmental and physiological changes is mitigated.

With the Pure Gold Collection, the skin appears revitalised, replenished and enriched – diffusing the grace of the golden hour.

PURE GOLD

RADIANCE CONCENTRATE

A generous serum, it provides immediate and long- term benefits to the skin for an unprecedented glow. The formula, infused with the Pure Gold Diffusion System, is designed to smooth the skin and refine its texture, to revitalise its appearance and help even skin tone.

PURE GOLD

RADIANCE CREAM

This rich luxurious moisturiser ignites the complexion with the radiance of pure gold, returning a glow to the skin that time has extinguished. This cream, infused with the Pure Gold Diffusion System, provides nutrients, smooths the skin, evens its texture, comforts and deeply hydrates.

PURE GOLD

RADIANCE EYE CREAM

La Prairie captures the radiant glow of youth with Pure Gold Radiance Eye Cream, enriched with the Pure Gold Diffusion System. The eye area is immediately more luminous, deeply hydrated and appears redefined over time.

TIMELESS GRACE

La Prairie’s vision – its very raison d’être – is to create a world of beauty without temporal limits – a world of timeless beauty. It is therefore only natural that La Prairie continues this pursuit through luxury with a purpose, which, like the house itself, seeks to transcend the limits of time.

La Prairie’s vision of luxury is its very identity – it is luxury that is not only the height of craftsmanship, but culturally and ethically elevated. La Prairie embraces its responsibility to make the world a better, more beautiful place. Its vision redefines what it is to dream, to aspire – a pleasure today and a pleasure to transmit over generations.

La Prairie perpetuates the experience of the grace of the golden hour with its first replenishable vessels. Each creation’s brushed metal casing and cap are designed to be kept indefinitely. Only the delicate glass vials containing the formulas, once empty, are meant to be replaced by new ones.

LUXURY WITH A HIGHER MEANING

With the launch of the Pure Gold Collection, La Prairie enters a new era in its quest to give purpose and create positive change with a more meaningful luxury. It is also the perfect moment to celebrate La Prairie’s commitment to respecting and preserving the beauty of its home, Switzerland.

On this occasion, La Prairie is proud to announce a major milestone in its endeavour to preserve nature. With its multitude of vast lakes and flowing streams, Switzerland is a land of water synonymous with purity, quality, and beauty. It is also the land of immense alpine glaciers, which are particularly impacted by climate change as they are witness to the effects of global temperature increases – and the effects of the passage of time.

Driven by the love of the environment of its birthplace and grateful for the inspiration it provides, La Prairie has chosen to become an ongoing patron of the Glaciology Section at ETH Zurich in order to apply a timeless vision to its commitment to support glacier-related research being conducted at Continental Europe’s number one ranked scientific university.

Science is a prism through which La Prairie sees the world. Scientific research constitutes the first step to understanding the world that surrounds us and forms a cornerstone to preserving Swiss nature now and for future generations.

As one of the world’s leading forces in studying the effects of climate change, ETH Zurich is the perfect long-term partner to give tangible substance to the brand’s purposeful and long-term vision.

La Prairie’s new role as a patron to glaciology research at the university will allow with immediate effect to support two groundbreaking ice monitoring initiatives.

Currently, the monitoring of glacier gains and losses is conducted twice a year – at the end of winter and summer, respectively. ETH has recently launched a new monitoring initiative which will allow for real-time monitoring throughout the year, providing more accurate measurements. In addition, ETH scientific experts will yield 3-D information of the glaciers’ interiors, with the goal of detecting possible water clusters that can cause flooding if released suddenly. By monitoring glacier melt and identifying possible hazards, the ETH will provide essential findings, instrumental for the better understanding of the impact of climate change on glaciers and anticipate positive solutions for tomorrow.

These ETH initiatives – the starting point of numerous other joint projects and ventures directly supported by La Prairie – not only strive to protect Switzerland’s iconic landscape for generations to come, they also pave the way for other mountainous regions across the continents to utilise this important research. Thereby helping to ensure the preservation of these frozen landscapes, an essential part of the awe-inspiring alpine scenery having inspired the Pure Gold Collection – from Switzerland to the world.

AN ARTISTIC CONTEMPLATION OF TIME AND SPACE

Between abstraction and figuration, Hong Kong born artist Carla Chan creates escapist experiences, projecting the spectator into a sensorial world in which movement predominates. The artist’s subject of predilection – nature – is for her an infinite source of inspiration that she brings to life in installations that oscillate from real to imaginary. To achieve this, she plays with the notion of time, the essential component of her artistic practice.

On the occasion of her collaboration with La Prairie, Carla Chan was invited for a unique artist residency – the first of its kind for the Swiss luxury house – amidst the pristine Swiss landscapes facing the magnificent Matterhorn: The Monte Rosa Hut.

An architectural jewel in the heart of the Swiss Alps, the hut welcomed Carla to reflect on this majestic environment, the theatre of countless variations of landscapes living with the rhythm of nature and the cycles of light. Named ‘Rock crystal’ for its reflective aluminium exterior walls, the hut subtly blends its modernist lines with the alpine peaks. This fascinating edifice designed by ETH Zurich – which La Prairie has supported since 2019 – is energy self-sufficient, making

For La Prairie, the artist captured and recreated the golden hour: that moment that signals the close of day, in which light transcends the landscape in a glowing choreography of colours. The idea was to capture the movement of time, revealed by the curve of the light. By turns gentle, revealing, radiant, and all-encompassing, it simmers to a golden glow just before sunset. Simultaneously, shadows dance and redefine the space before disappearing.

It is this moment when all lines are transfigured by the golden beams of light that Carla Chan showcases in her installation commissioned by La Prairie: Space between the Light Glows. By recreating the golden hour, Carla Chan offers a moment of profound beauty that invites contemplation. Time and space merge, providing a sense of the eternal.

PURE GOLD DIFFUSION SYSTEM REVITALISE · REPLENISH · ENRICH

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