La Prairie needed to start a conversation with their customers. For 30 years they had successfully launched skincare innovation after skincare innovation. Like many CPG companies, with every new product launch they would see a sales lift and then a valley when they had nothing to say between the release of each new innovation.
Enter La Prairie Rare. A content strategy for a global luxury skincare brand realized through a branded hub on laprairie.com, a robust social media program and eCRM. La Prairie Rare is an engaging content platform that lives within laprairie.com and is promoted via e-communication and social media. It has its own rich editorial identity and encompasses la prairie’s core brand content categories.
For the inaugural launch we went to Nice France to capture the essence of luxury, spa and refined living.