Inspired by Chinese healing practices, La Prairie (Beiersdorf) has harnessed the powers of 24 carat gold to produce Cellular Radiance Concentrate Pure Gold.
The serum contains colloidal gold, which the company claims will make skin look radiant. Quartz, liquid crystals and reflective pigments enhance the effect.
The colloidal gel is said to melt into the skin immediately to slow down the breakdown of collagen and elastin as well as ward off daily environmental assaults, while advanced biotechnology in the highly concentrated serum nourishes and energises. The formula also helps to regulate pigmentation and speeds exfoliation to resurface and re-texturise skin.
The serum is presented in a gold metal shell over a glass bottle with a silver base pedestal. Topped with a shiny gold cap, it has a band of silver around the base and an actuator button. The company says the serum works in synergy with its Cellular Radiance Cream and other moisturisers to maximise their hydrating action.
LAUNCH: Europe from February
PRICE: €500 for 30ml