La Prairie takes luxury skincare to the slopes

US – Luxury skincare brand La Prairie has taken to the slopes for a pop-up store at the base of Aspen Mountain in Colorado.

Between 8 and 10 March, guests could ‘take their skincare ritual to new heights’ by enjoying luxury eye treatments in a branded gondola to celebrate the launch of the brand’s new Skin Caviar Eye Lift. After a tiring day skiing, hand massages and hot cocoa were also available in the Cobalt Chalet, named after the brand’s iconic cobalt blue packaging, in addition to branded skis and goggles for photo opportunities.

La Prairie’s pop-up marks the latest brand activation experimenting in the luxury ski tourism sector, associating the new skincare product with an aspirational alpine lifestyle.

In our Five Luxury Leisure Pop-Ups report we identified how other luxury brands such as Burberry and Louis Vuitton have hosted brand activations on the Chinese and Japanese mountains, respectively. By targeting seasonal tourism resorts, luxury brands are injecting a renewed sense of ephemeral exclusivity into the sector.