Executive Credit: Elizabeth Lamont, Vice President, Marketing, La Prairie

Waitlist Worthiness: A new beauty step: the missing link to ultimate skin care, this is La Prairie’s first treatment essence. It’s the very first time caviar water is used in cosmetics.

Marketing Plan: The brand isn’t doing any print advertising for this launch, but has hired a digital agency who brings an array of opportunities. One is with Google, another is with Condè Nast. The latter involves different platforms and the delivering of ads. La Prairie will also be connecting with new consumers on the web based on their behavior habits and serving ads to specific customers as they can now be followed through different programs. There will be traditional display ads, using both static and video-based creative, and seven blogger partners who will be posting on Instagram and creating video content. These influencers have a combined reach of eight million followers that will talk about La Prairie in their voice. Direct mail sampling through department stores and online is another area of focus: the brand wants to get as many pieces of the sample into customer’s hands as possible believing once she gets it she will be hooked. A promotion will also offer 5,000 complimentary exclusive caviar infusion facials at counter for VIP loyalists and first timers. Because it wants to be very visible on the retail floor and create a sense of theater, La Prairie will do ‘visual weeks’ with key retailers where it will take over a store’s aisles, wrap columns, and do floor-to-ceiling visuals in the hopes of engaging customers to come discovers the brand. Finally, La Prairie will be present in almost three million retailer’s catalogues such as Bloomingdale’s, Saks Fifth Avenue and Nordstrom.

New Strategy: This is the first time that 60 percent of marketing dollars is being put into the social and digital sphere, a 70 percent increase from last year.

Get It: La Prairie Skin Caviar Essence-in-Lotion is available at Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue and www.laprairie.com in September. It will retail for $240.