What it does: Inspired by the beauty of the golden hour in the Swiss Alps, La Prairie seeks to recreate its unique radiance and impart it to the skin as if lit from within. Infused with the brand s proprietary Pure Gold Diffusion System and the Exclusive Cellular Complex, it provides essential nutrients, smoothing the skin, evening skin s texture and restoring a youthful glow. The Pure Gold collection has been developed for devitalized skin—skin that is fragile, thin, dry and dull. When skin is devitalized, it becomes less receptive to nutrients, leading to a slowing down of renewal processes. For skin to function more efficiently, it needs to be constantly exposed to active ingredients. To address this particularity of devitalized skin, La Prairie created Pure Gold Diffusion. This system leverages the unique properties of gold as a vehicle for powerful actives to deliver three peaks of action to skin. First is the immediate deposition of gold on the skin s surface upon application, offering instant radiance. An intense infusion of active ingredients follows. Finally, a steady release of the replenishing active ingredients linked to gold particles over the course of the day completes the sequence and ensures skin is continually replenished.