Have you heard about the latest cult beauty buy M&S customers can't get enough of?
Prai Ageless Throat & Décolletage Cream, £25 launched into the high street giant in January and my source at the brand has revealed they’ve been struggling to keep it in stock ever since. In fact, the cream, which promises to smooth, plump and firm the often-overlooked neck area, sold one jar every nine minutes at launch in M&S, one every two minutes at a recent in-store event and sells every 60 seconds worldwide.
“The launch of PRAI Beauty in M&S has been a real game changer for the brand,” says Annie Toker, sales and Marketing consultant at Prai Beauty. “We had to rapidly increase production in the US to keep up with demand. Its a real hit with the M&S customer!’
So what does the buying frenzy come down to? For my money this has all the elements of beauty consumer catnip; a cult product previously unavailable in the UK, a unique brand targeting an underserved skin concern, and a refreshingly affordable price point. Off course we all know the proof of the pudding is in the eating, and if the online reviews are anything to go by, this is one hype-justifying, skin-transforming, delicious smoothie of a pudding.
‘Can’t live without it! Before I get to the bottom of the jar I need to have another one in my cupboard, it’s that good!’ writes Katyec on Marksandspencer.com
While FrenchNicky says, ‘The cream has a lovely velvety texture, is easily absorbed and leaves no residue. After only two weeks use, my décolletage and neck area felt smoother and more importantly looked more youthful!’
It’s all pretty convincing stuff, and considering the Prai National Neck Expose survey of 1000 British women found that 40 is the age most women feel their neck starts to give their age away, but only 3% actually use a targeted neck cream, I’d say there’s no time like the present…