A $1,980 Beauty Cream So Potent You Use It Only Four Times a Year
La Prairie’s latest is the closest thing you can get to laser treatments without going to a dermatologist.
Photographer: Naila Ruechel for Bloomberg Businessweek
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The buzziest beauty products today are “protocols” that offer highly concentrated treatments and are to be used only for a set amount of time. These intensive regimes can be packed with growth factors, which stimulate cell proliferation and collagen production, as well as peptide cocktails, which can minimize the appearance of fine lines and wrinkles. The high levels of active ingredients also make them pricier than a typical serum, and La Prairie’s $1,980 Platinum Rare Haute-Rejuvenation protocol is one of the most luxurious of the bunch. It includes two patent-pending complexes and the brand’s signature ingredients, caviar and platinum, to counteract the main effects of aging by softening the skin barrier and allowing the treatment to penetrate more deeply. The 30-day regimen is so potent, according to the Swiss brand, it should be applied only four times a year to give the skin time to rebalance.