La Prairie tells a tale of luxury through its enigmatic new video campaign
Swiss brand La Prairie has always been synonymous with both art and potent skincare. It is, for instance, no stranger to high concept cinema as the brand’s earlier collaboration with Swiss artist Julian Charrière has shown. At Art Basel Hong Kong, Charrière created a film dedicated to the power of light, synonymous with the White Caviar Collection. The brand’s most recent film, seen above, serves as a testament to its legacy of science paired with artistry. Ahead of the holiday season, the new two-minute video campaign spotlights La Prairie’s four rare proprietary formulas, which each deliver nothing short of magic for the skin.
In this new campaign, a mysterious voice whispers through consecrated halls; we catch glimpses of precious ores in platinum and gold; and glistening caviar in white and yellow. Displayed like timeless treasures of antiquity, they reflect four of La Prairie’s cornerstone collections. The Platinum Rare Collection is all about rejuvenation: Diminishing visible signs of ageing using the world’s most precious ingredients. The Radiance Collection draws inspiration from pure gold, giving an opulent and luminous appearance to the skin. The cobalt Skin Caviar Collection references La Prairie’s audacious, pioneering skin caviar — little gems of active ingredients that help to support elasticity and tone. Finally, the White Caviar Collection captures the glorious illuminating touch of golden caviar extract.
Enigmatic and highly prized, each La Prairie product is a work of art, not just in appearance but in the way it has been conceived and in the manner that it captures the viewer’s imagination. To La Prairie, that is the expression of luxury. “Luxury is our legacy,” says Greg Prodromides, Chief Marketing Officer of La Prairie. “This film tells a story of the unexpected. We are a brand that comes from a place of mystery, of secrecy, of quiet luxury, and we chose to tell our story in a unique, magical way — one that incites the viewer to dream, just as La Prairie does.”
He adds, “With this film, we hope to express the values on which that legacy is founded — Swissness certainly, but also heritage, craftsmanship, rarity. In incorporating an inspired and inspiring aesthetic that pays homage to the beauty, the purity, the elegance of our precious ingredients, we feel this film continues the storytelling that began with our brand film — it is the next chapter in the Legend of La Prairie.”
Led by Global Creative Director David Naouri, this new film took six months to produce, and features verse written and performed by Ladan Osman. An award-winning Somali-American poet, Osman intentionally emphasised the enchanting ambiguity of the narrator, alluding to ancient and mystical forces at play — as if La Prairie’s scientific heritage is tinged with the divine. Indeed, combined with score, pace and tone, the new film successfully captures pure, heart-rending emotion the way that only great art can. Gilles Esteve, Senior Art Director at La Prairie adds, “the images, colour palette, music, editing — all of these elements come together to express the mystery, the richness, the understated elegance of La Prairie’s four luxury collections.”
With this new film, La Prairie once again confirms itself as a force to be reckoned with in the realm of art and beauty, and we cannot wait until its next elegant chapter is unveiled.