La Prairie is renewing its Pure Gold collection and launching a new product: The Pure Gold Revitalising Essence – a groundbreaking essence based on pure gold. The renewed collection focuses on the effects of age-related hormonal changes, particularly during menopause, and is designed to restore the skin’s radiance, density, and vitality. The luxury Swiss brand presents new technology – an advanced pure gold dispersion system, specially developed to address skin issues that arise from hormonal changes.
La Prairie’s new collection focuses on a phenomenon affecting many women – the impact of hormonal changes on the skin. When estrogen levels in the body decline, especially during menopause, the skin undergoes significant changes: Reduced peptide production, lack of nourishment, extreme dryness, loss of density, tired-looking appearance, sensitivity, age spots, and uneven skin texture. The new essence is designed to tackle these issues through advanced pure gold technology.
The technology behind the product is based on the Exclusive Cellular Complex – a proprietary La Prairie patent combining a gold-activated mono complex, peptides, and galbridin in a delayed-release system. Dr. Hill, Director of Strategic Innovation and La Prairie scientist, describes it as a "breakthrough in pure gold science." The essence is intended to rebuild skin density, support collagen-boosting mechanisms, strengthen the skin barrier, and aid long-term restoration.
The essence works on two levels – immediate and long-term. With every use, the gold-infused formula instantly soothes and provides intense hydration, while over time it helps improve skin volume, elasticity, and radiance. According to La Prairie, the result is skin that remains relaxed, vibrant, and balanced, with youthful glow.
The sensory experience is an essential part of the product. The fragrance signature of the Pure Gold collection includes airy green leaves creating a refreshing and radiant opening, richly layered floral notes accompanied by comforting white musk, and a serene, indulgent finish. The scent is designed to create emotional balance, blending skincare efficacy with a deep emotional experience.
La Prairie emphasizes its commitment to sustainability. The essence bottle is made from recyclable glass, with a top made of aluminum featuring contrasting polished and brushed effects. Additionally, the brand collaborates with the Swiss Gold Association to source responsible gold – from small miners and artisans who search for gold in rivers, rather than relying on massive industrial mining.
The essence is the first step in La Prairie’s skincare routine. It is intended to be applied morning and evening after cleansing and using a facial water – a small amount on the palm, gently spread over the face and neck while avoiding the eye area, followed by light tapping motions until fully absorbed. When combined with the Pure Gold Radiance Cream, both treatments are designed to restore the skin’s density and radiance as part of a day and night ritual. The declared result: Full, relaxed, radiant skin with renewed vitality.
The product is priced at NIS 2,120 for a 130 ml bottle and is available at beyondskin boutique stores in Ramat Aviv Mall, The Gold Mall, and Ayalon Mall, as well as on the brand’s website.