Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
La Prairie: Beauty brand introduces Life Threads, a fragrance trio inspired by different strands in the tapestry of a woman's life: Silver, Gold and Platinum. "With Life Threads we aimed to create a provocative portfolio of fragrances that speak to the different dimensions of a woman -- scents that celebrated milestones and evoked memories," says La Prairie President Lynne Florio. Silver is an "enchanting floral woody fragrance," Gold a spicy oriental, and Platinum an "elegant and edgy" chypre floral scent. Juice is housed in clear Lucite bottles wrapped in threads of gold, silver or platinum. Life Threads will debut in October at Saks Fifth Avenue, Bergdorf Goodman, Bloomingdale's, Neiman Marcus, Nordstrom and brand's Web site for $125 apiece. Launch will be supported by short films "providing a glimpse into the lives of Silver, Gold and Platinum women," first appearing in fall 2009 on 1www.lifethreads.com and 2www.laprairie.com, firm says, as well as by in-store appearances by singer-songwriter Lucy Kaplansky