How Prai is reminding shoppers it's the OG of neck care

Prai Beauty, an authority in neck care, is asking shoppers to ‘recognise the dupe culture in neck care’ with its new UK-focused campaign.

The company dubbed itself ‘the original neck care brand’ after reaching cult status thanks to its Ageless Throat & Decolletage Crème, with one sold every 60 seconds. It is clinically proven and award-winning, with results seen in as little as seven days.

Rather than adding a neck cream to an existing skincare range,  Prai is famed for having a seven-product-strong collection that solely addresses neck ageing. Founded by Cathy Kangas in 1999, the company's ethos is that a good skincare regime shouldn’t stop at the face. Its products are designed for midlife skin and are created to lift, smooth and tighten all areas, including the often-forgotten neck, decolletage, arms and hands. In the UK, it’s available at M&S, Boots, Amazon and Waitrose as well as its dedicated DTC website.

With its new campaign, Prai is reclaiming its position as ‘the OG of neck care’. The OG Original Neck Cream campaign is the brand's first-ever outdoor campaign, which will be centred around key M&S and Boots stores.

Cathy Kangas, Founder & CEO of PRAI Beauty, said: "We’re proud of our expertise in neck care and while there is a dupe culture and we see skincare brands launching their own versions of a neck cream regularly, we can testify that we’re the original neck care brand.

"With a cult product and wider neck care range that has garnered thousands of 5* reviews online, a cult following on social media and continues to outperform competitors on the market, we will continue to dominate the neck category in the months and years to come. Our OG campaign is simply the start!

Alongside the campaign, Prai Beauty is launching a Neck Icon Set. The set, available from 17 February, features its three bestselling neck products; Ageless Throat & Decolletage Crème, Ageless Throat & Decolletage Serum and Ageless Throat & Decolletage Night Crème.