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La Mer Marketing Heritage Brand to Millennials — and Hollywood

La Mer has signed celebrity aesthetician Georgia Louise as global skin-care adviser — and together, they’re going to the Oscars.
On Feb. 22 the brand and Louise are providing an exclusive treatment she has designed for a handful of guests. And on Feb. 21, La Mer will be in the Oscars Suite. It’s all a part of the brand’s plan to get in front of more eyes, including the celebrity kind.

Georgia Louise’s celebrity clients include Anne Hathaway and Emily Blunt.

Historically, La Mer has not been a marketing machine. The brand long relied on word of mouth for sales, but in recent years, has modernized marketing to include influencers, makeup artists and celebrity relationships. Louise, who has more than 36,000 followers on Instagram and counts Emily Blunt, Anne Hathaway, Emma Stone and Emilia Clarke as clients, joins the brand after makeup artists Patrick Ta and Mary Phillips, who serve as ambassadors.
As part of the partnership with La Mer, Louise will carry products from the brand, including The Concentrate and Crème, at her Upper East Side Atelier (and at her Los Angeles Atelier when it opens in June). She’ll also work with La Mer to develop treatments and counter-service protocols. Louise is expected

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Via:: https://wwd.com/beauty-industry-news/beauty-features/la-mer-is-marketing-heritage-brand-to-millennials-and-hollywood-1203027658/