Icy Ling, CEO and Co-Founder of IC & Co

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La Prairie Pure Gold collection diffuses the grace of the Swiss Alps golden hour

27 Jun 2021

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.

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 renewal.

Skin is left feeling revitalised, replenished, enriched.

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 appearance 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.

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