Founded in 1978, La Prairie is one of the brands owned by German multinational Beiersdorf.
In 2020, the brand was severely hit by the COVID-19 pandemic as restrictions on international travel impacted its most important sales channel.
Beiersdorf CEO Stefan De Loecker said earlier this year during the firm’s FY2020 earnings presentation that its top priority was to strengthen La Prairie as the “provider of the world’s most exclusive skin care” to weather the crisis.
In the second quarter of 2021, the brand achieved organic sales growth of 77%, driven primarily by its strong performance in Asia.
In particular, La Prairie saw huge interest in China, where the company has been driving brand expansion through increased e-commerce and digital marketing efforts.
Despite the success of its online efforts, the brand has not lost the importance of a physical presence in the market.
After decades in the region, La Prairie is set to launch its first-ever standalone flagship store in South East Asia this September. The new boutique is located in Singapore, in the heart of the city’s shopping district at ION Orchard.
The space, which features consultation hubs and two facial cabins for treatments, would allow the brand to provide personalised serviced, which has become increasingly important for its luxury clientele.
“A standalone boutique allows us to meet the demands of our discerning clients by providing a bespoke luxury experience beyond retail. Designed to provide a one-stop haven of pristine elegance… every care has been taken to create a beautiful environment as well as a sublime client experience in the stores,” said Shan Chen, deputy country manager, Singapore for LUXASIA, the brand's partner.
Meticulous design
The brand told CosmeticsDesign-Asia that special care was taken in the store’s design to create a calm environment, which is increasingly important in light of the pandemic.
“The spaces we inhabit are important; they impact our state-of-mind, our outlook, our attitude. In today’s busy world, calm and welcoming spaces can act as a soothing balm, instilling in us a sense of serenity. This important insight has been fused into La Prairie’s new store design,” said Charmaine Ong, business manager for La Prairie, LUXASIA.
Ong elaborated that the store aesthetic is inspired by nature and encourages consumers to “pause, peruse and feel pampered.”
“The intent behind this careful thought is to provide a sanctuary, hewed from wood, glass and stone: a nature-centric alternative to the harsh lighting and overwhelming bustle of most shop floors.”
