Wine isn’t the only thing that gets better with age. La Prairie, the luxe beauty brand that first emerged as Clinique La Prairie in the Thirties, it seems, does too.

This year the world-renowned Swiss beauty brand celebrates not only three decades of their legendary caviar-infused skin care line, it also debuts a new store design within the Galeries Lafayette Haussmann department store located in the 9th arrondissement of Paris. The design and visual merchandising of the store is nothing short of “a new brand statement,” said Greg Prodromides, Chief Marketing Officer of La Prairie.

“In using the values of contemporary aesthetic movements in every aspect of the store design and visual merchandising, La Prairie elevates a transactional operation to an immersive, emotional experience,” said Greg.

While the brand celebrates its evolution in retail, it looks to elevate its product assortment, too. This fall La Prairie is releasing a third caviar creation, Skin Caviar Absolute Filler, which shows off the brand’s latest innovation, centrifugation, a spinning process that allows one to capture more, not to mention different, elements of the caviar extract that La Prairie was unable to do through other forms of extraction.

A three-and-a-half-year project, Skin Caviar Absolute Filler was created to target volume loss and to give skin a youthful appearance.Like its predecessors, it contains caviar oil and proteins, two of the most potent and powerful ingredients found in caviar.

Even the packaging is something to celebrate.

“We spent almost three years perfecting the packaging and delivery system,” said Dr. Jacqueline Hill, Director of Innovation & Science, La Prairie. “The airless pump in a jar format offers protection from oxidation, and the design and approach is more unique and crafted for beauty, like the mirror we’ve added in the cap. And each pump, which offers a precise dose for your face, is released as if it’s coming up to you.It’s a re-plumping, upward boost of the product which you don’t quite get when you pick it up with the spatula.”

For La Prairie, loyal customers have remained fans, and new consumers are less afraid of trying caviar as an active ingredient, something once considered too unusual.

“Unusual ingredients have become a common topic. There’s an openness to trying new things. The notion of caviar as an ingredient isn’t as far flung as it was 30 years ago,” said Elizabeth Lamont, Vice President of Marketing, La Prairie Americas. “We still have our long-term customers, and now we are seeing a younger clientele interested in using an anti-aging cream as a prevention.”

Over the past 30 years more than 10 caviar products have been released with caviar extract being used as the main ingredient for the majority of La Prairie’s skin care collections.

Skin Caviar Absolute Filler will retail for $590 beginning in September.