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La Prairie - building brands that last

In 2006, DKSH took over the distributorship of La Prairie in Hong Kong and implemented a unique point-of-sales service strategy featuring free-standing stores offering individual consultations on skin care, beauty advice, and Swiss-style facials. Since then, DKSH has continuously built up La Prairie in the highly demanding and competitive Hong Kong beauty market.

Challenge
In April 2009, La Prairie launched its latest skin care innovation, Cellular Cream Platinum Rare, in Hong Kong. Aimed at the privileged few, this prestigious skin cream is priced at HK$8,900 per jar (approx. USD 1,150). This move was considered to be very bold as the global recession continued unabated in spring 2009 and had already left its mark on consumer confidence everywhere, even in the high-end luxury segment.

Approach
To launch the new high-end treatment, DKSH organized a glamorous PR event in the Apex at Hong Kong’s Central Plaza with a breathtaking view overlooking Hong Kong’s Victoria Harbour. The event’s highlight was to showcase the unique and groundbreaking technology used to manufacture Cellular Cream Platinum Rare.

Results
Following this luxurious event, the prestigious and luxury image of La Prairie is further strengthened in the market. The event was opened by Ms Vickie Kent, Vice President Asia Pacific of La Prairie, and was attended by our valued customers, trade partners, media editors, socialites, and celebrities. The launch was followed by waves of promotional campaigns which made the whole city fall into a hot trend of the new pure platinum skin care regime.

Market Expansion Services at work: innovation and networks grow markets
DKSH Hong Kong, based on its deep local knowledge, will continue to build the image and business of La Prairie. Thanks to its broad-based network, expertise in brand-building and close partnership with La Prairie, DKSH was able to successfully position the new deluxe skin care treatment, Cellular Cream Platinum Rare, despite a less favorable market environment.