La Prairie bucks the credit crunch with platinum

La Prairie has already featured gold and caviar in its skin care products but now it’s the turn of platinum. ”With the world’s wealth growing at a phenomenal pace – an estimated ten million millionaires and almost 1,000 billionaires worldwide – there is an unprecedented demand for products that represent luxury and quality,” says La Prairie.

Nano-sized platinum hits skin care

La Prairie has already featured gold and caviar in its skin care products but now it’s the turn of platinum. ”With the world’s wealth growing at a phenomenal pace – an estimated ten million millionaires and almost 1,000 billionaires worldwide – there is an unprecedented demand for products that represent luxury and quality,” says La Prairie.

And the company says its Cellular Cream Platinum Rare enables skin to regain and maintain youthful, glowing skin. The formulation contains nano-sized particles of negatively charged platinum suspended in Colloidal Platinum Water, said to act as an excellent electron donor to help maintain a proper electrical balance in the skin.

Minerals including sodium chloride, potassium, calcium and sodium bicarbonate dissolve in water in the body, taking the form of electrolytes and carrying an electrical charge as they flow in and out of the cells, drawing nutrient-carrying fluids with them, says La Prairie. To be able to absorb these nutrients more efficiently and discharge waste products to maintain the required energy levels means having an ideal electrolyte/fluid balance and this balance is also said to improve hydration by creating a moisturising buffer zone on the skin’s surface, said to be similar to that occurring naturally in young skin. Skin should also then be better protected against free radicals, environmental conditions and other contributors to ageing.

Other ingredients incorporated include a complex of actives comprising peptides, vitamins and antioxidants to reduce the depth of lines and wrinkles and improve skin’s resilience. Meanwhile time-released nano-sized Heseperidin Smart Crystals, said to protect the DNA in the cell nucleus, acting in synergy with Resveratrol to provide antioxidant protection and improve microcirculation in the skin. And a climate activated Moisture Matrix acts as a moisture-replenishing system adjusts to humidity and temperature, making the product suitable for all climates and keeping skin hydrated over an extended period of time, says La Prairie.

A 50ml pot of the cream comes with a silver spoon spatula with a gold disc featuring a Swarovski crystal in the centre. The shape of the applicator is designed to resemble the chemical symbol for platinum. Not surprisingly the product doesn’t come cheap. The platinum cream will retail at €860.

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