A Luxury Skincare Line, Made for Gen Z
La Prairie’s new Swiss Pristine collection, aimed at younger luxury shoppers, is a big bet on how aspirational products can be.
La Prairie's Swiss Pristine skincare line, introduced to target younger luxury shoppers, represents a bold strategy for the brand. The collection comprises three products priced between $40 and $85, catering to the affluent consumer demographic. La Prairie's venture into cleaner beauty aligns with the growing interest among Gen Z consumers in "clean" beauty products.
Gregg Renfrew, the entrepreneur behind Counter, recently acquired Beautycounter from foreclosure. Coincidentally, he is at the helm of this new brand, aiming to captivate young shoppers with a focus on clean beauty. Despite a resurgence in consumer spending, scorching weather and fewer discounts have cast a shadow over the recent rebound, as retail sales dropped for the first time since April.
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