Music may be Kate Hudson’s newfound joy in life, but La Mer brings her skin to life. La Mer announced it will partner with Kate Hudson, a lifelong devotee of the brand, and will release five short campaign films. These will focus on showing La Mer across generations — Husdon said her mom, Goldie Hawn, used to give her Crème de la Mer as a Christmas present when she was a teenager (lucky adolescent!). The campaign also marks the launch of La Mer’s new moisturizer, the Moisturizing Cool Gel Cream.
The luxury skin-care brand also chose Hudson because of her connection to the ocean. “It is such a powerful force and is always there for us, no matter what,” she said in a statement.
Each film will center around one of La Mer’s products and the characteristics that define them — rich, cool, balanced, sheer, and soft. Shot by French filmmaker Loren Denis, the films will showcase Hudson as she travels through Iceland’s famous aquatic sights, such as the Thorufoss waterfall, the Jökulsárlón glacial lagoon, and the black sand beach in Reykjanesta.
The new Moisturizing Cool Gel Cream is a lightweight soothing cream-meets-gel hybrid that allegedly cools the skin to soothe and reduce redness. Like all La Mer products, it uses the brand’s signature Miracle Broth, which is a fermented mixture infused with Pacific sea kelp, vitamin C, eucalyptus, wheat germ, and sunflower, to help renew skin. Considering the brand does play songs for the formula during its fermentation process, a partnership with musical Hudson seems like a good match.
The Moisturizing Cool Gel Cream is available now and the campaign will launch March 1.
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