Luxury skincare house La Prairie has launched a series of exclusive in-store masterclasses at David Jones to coincide with the debut of its latest innovation, the Skin Caviar Hydro Emulsion.

The immersive, ticketed events offer consumers a sensorial deep dive into the brand’s science-driven formulations, complete with champagne, caviar, and a complimentary gift. Each session is fully redeemable on La Prairie purchases made on the day, and designed to foster a deeper, more personalised connection with clients.

Freya Watson, La Prairie’s Education Manager, told Retail Beauty the intimate experiences build on a proven format. “La Prairie Masterclasses are not a new concept—they are a service we have provided for many years and had excellent feedback on the immersive and educational style of the small intimate groups,” she said. “The concept is to offer an opportunity to discover how the skin functions, create a personal connection with the La Prairie team and participate in live Q&As.”

The current “Power of Caviar” Masterclass was created to spotlight the launch of Skin Caviar Hydro Emulsion, which introduces a new texture to the brand’s signature wardrobe. “As the most recent launch, this product represents a new texture in our Skin Caviar wardrobe,” Watson explained.

Attendees are guided by La Prairie skincare experts through a tactile discovery of the brand’s collections, including moisturisers and eye rituals, with the experience culminating in a tailored sample of the Skin Caviar Concealer Foundation.

“We have a beautiful table space set for each client that includes canapés and maybe a glass of champagne along with the tools they will need for their session,” said Watson. “Our clients started their experience on arrival with a caviar bump and glass of champagne to link to our latest launch, Skin Caviar Hydro Emulsion.”

In-person education remains a key pillar of La Prairie’s customer strategy. “Getting to know our clients as individuals is essential to ensure we are better able to service them,” said Watson. “There is extensive research and development behind our products. By offering an immersive skincare experience, our clients are given the opportunity to deepen their understanding of the science of our brand and products, whilst also allowing them to experience the textures and other products they may not have tried before.”

The response to the sessions has been overwhelmingly positive, prompting La Prairie to expand the program beyond Sydney. “The response has been so incredible thus far, that this time around we offered additional classes outside of Sydney, which now include Melbourne, Brisbane, New Zealand, and online for our clients that live regionally or cannot make it into stores,” Watson confirmed.

The brand also offers private masterclasses and plans to continue expanding the program. “It is definitely a service we will extend in the future,” she added.

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