Captivating. Enthralling. The soaring majesty of the Swiss Alps awes. Their beauty reaches even greater heights when the sun begins to sink low in the sky, when its rays stretch and sweep across the mountain face. It is a magic hour when beauty imposes itself – undeniable.
It is an instant that emits an understated resplendence – a radiance
like no other. Fleeting, it is the hour when beauty is elevated to grace. The grace of the golden hour in the crown of the Alps.
With the Pure Gold Collection, La Prairie seeks to recreate its unique radiance and impart it to the skin. It aspires to imbue skin with resplendence, as if lit from within. Revitalised, replenished and enriched, the skin diffuses the grace of the golden hour.
''There is only one ingredient that can recreate the resplendence of the golden hour: gold.''
THE PURE GOLD DIFFUSION SYSTEM
REPLENISHING ACTIVES LINKED TO GOLD
Gold particles are deposited on the surface of the skin for an instant radiance.
Replenishing active ingredients immediately penetrate into the skin to stimulate long-term skin reconstruction.
Replenishing active ingredients attached to gold particles are gradually released to then penetrate into the skin and maintain optimal concentration levels for continued stimulation of long-term skin reconstruction.
A study in understatement, the vessels of the Pure Gold Collection are inspired by the minimal lines of the Bauhaus tradition. Conceived in brushed metal in a Swiss gold tone, their sleek lines are punctuated by a single, polished gold ring,
perpetuating the experience of the grace of the golden hour.
La Prairie’s vision – its very raison d’être – is to create a world
of beauty with no temporal limits: a world of timeless beauty.
For this reason, La Prairie crafts its first replenishable vessels. Each creation’s brushed metal casing and cap are designed
to be kept indefinitely. Only the delicate glass vials containing
the formulas, once empty, are meant to be replaced by new ones.
La Prairie boutiques feature an artistic interpretation of the golden hour in the crown of the Alps. A slate surface, expressing the minerality of Switzerland, interspersed by a gold vein that draws a Swiss landscape.
“A kind of Golden Hour one remembers for a life time… Everything was touched with magic.”
MARGARET BOURKE - WHITE
Switzerland: a land of time, a land of timelessness, a land of timeless beauty. Timeless beauty is the driving force of La Prairie’s founder, Dr Paul Niehans. For him, beauty was more than a quest, it was a pursuit.
Dr Paul Niehans was forever enchanted by the Swiss Beauty that surrounded him. By the immensity of the highest peaks of Switzerland: the Jungfrau and the Matterhorn, to name but two.
The beauty of the Swiss Mountains surpasses all others. They are an infinite source of inspiration. But this magic reaches its pinnacle at a specific moment of the day. A moment, when the sun sets on the Alps, a moment, in which beauty arises and beauty imposes itself.
A fleeting moment we all wish to make endure: this is the golden hour in the crown of the Alps – the inspiration behind the Pure Gold Collection – when beauty is elevated to grace.