In Conversation with La Prairie
Luxury that goes beyond skincare
Speaking of caviar: at La Prairie, it is not found on the plate but in skincare, for example in the White Caviar or Skin Caviar Collection, which have long since become a hallmark of the brand.
La Prairie is considered one of the most exclusive brands in the field of luxury skincare. Behind its iconic products lies not only decades of research, but also a deeply rooted brand philosophy expressed through art, time, and personal experiences. In this interview, Viktoria Koch, Managing Director of La Prairie Group Deutschland GmbH, explains how exclusivity becomes tangible, the role experiences such as masterclasses play, and why luxury goes far beyond product quality.
Ultra luxury describes brands that are accessible only to a very small, exclusive circle. They offer rare, high-priced products, often in limited editions, and combine them with exceptional service and personalized attention.
La Prairie belongs to this segment because the brand offers not only high-quality skincare products, but also creates a controlled and curated brand experience — from individual consultations to specially developed treatments.
“Your products are considered the epitome of luxury skincare. What does exclusivity mean for La Prairie, and how is it made tangible in sales and communication?” “
“For us, exclusivity does not only mean offering our products in a luxurious brand environment, but creating an experience of timelessness, art, and science that goes beyond the pure aspect of skincare.”
“In terms of our distribution policy, this means that we deliberately sell our products only through selected partners and in a curated environment where the brand world remains tangible — for example at flagship counters such as KaDeWe Berlin or in the most exclusive Breuninger stores, selected perfumeries, as well as through selective online partners. In our communication, we make exclusivity tangible by focusing on artistic, sophisticated imagery, personalized consultations, and immersive experiences such as our specially developed ‘The Art of Beauty’ treatments. Another important aspect is our Swiss heritage, whose craftsmanship we place great value on.”
GC: “We had the opportunity to experience the masterclasses at Art of Beauty & Health. Is this an offline marketing initiative you actively pursue? And what other customer loyalty strategies do you follow, particularly in the luxury segment?” “
V. Koch: “Yes, masterclasses are an important offline marketing initiative for us, which we use deliberately to invite our clients deeper into our brand world. They allow for a personal and emotional connection to our expertise and build trust through direct interaction with our skincare experts. In addition, within the luxury segment we focus on tailored customer loyalty strategies such as exclusive private appointments, personalized skin analyses, and invitations to art collaborations and events that align with our brand DNA. Our goal is that every interaction with La Prairie becomes an unforgettable moment and creates a long-term emotional connection that goes beyond the purchase.”
GC: ““La Prairie also operates in a price segment that is highly exclusive even within the luxury skincare market. In your opinion, which factors—beyond product quality—help ensure that this special positioning remains not only possible, but also credible and desirable?” “
V. Koch: “In addition to the incomparable product quality and the highest concentrations of exclusive active ingredients, our combination of science and luxury also contributes to our desirable positioning. Our heritage as a Swiss brand, with its strong emphasis on precision and timelessness, further reinforces this. Moreover, through our tailored services and exclusive experiences, we create added value that cannot easily be replicated. Our clients do not simply purchase a product; they become part of a world that connects science, art, and luxury, while affirming their sense of individuality.”
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