La Prairie Cosmetics decided to change directions from the plant or natural ingredient-based creams it normally makes and go with something more metallic.
The Swiss brand created a platinum-based face cream. This metal is used for its revitalizing properties. Platinum therefore makes its entry into the world of upscale facial care, offering a whole new generation of products.
This new cream is called Cellular Serum Platinum Rare. The La Prairie website describes the product and its benefits: "Platinum, pure, rare, eternal, and one of the world’s most precious metals, gives its inspiration to La Prairie’s Cellular Serum Platinum Rare which helps maintain the skin’s electrical balance in order to preserve your natural beauty and youthful appearance."
The site goes on to add: "Electrical balance and age-defying benefits helps restore the skin’s natural moisture barrier to provide enhanced hydration and protection. In addition, the serum is enriched with a skin brightening complex, firming agents, and potent anti-oxidants to brighten, tighten and transform skin to a remarkably ageless state."
The company site also lists the cost of the serum at an eye-popping $650.