Hill disagrees. “Even if you put colloidal platinum alone on your skin, you’d be giving a great benefit to it,” she insists. “And the other ingredients in the cream make the platinum work even better than it would alone.”
As one would expect of a product that contains actual platinum, Cellular Cream Platinum Rare is pricey, with 1.7 ounces retailing for a whopping $1,000. While it’s not the most expensive jar of moisturizer on the market—La Mer offers an industrial-size 16.5-ounce tub for $1,350—it is the most expensive per ounce. But Patricia Saxby, Bergdorf Goodman’s vice president for cosmetics, doesn’t think that La Prairie loyalists will mind forking over four figures. “La Prairie is very on top of the latest technology, and the consumer knows that,” she says. “We believe it’s a product that’s going to live up to their expectations.”
Meanwhile, Florio and her team are already searching for the next posh potion, which begs the question: How will they out-luxe platinum? Can a Bentley be micronized?