If your date column is a string of the format '2017-01-01' you can use pandas astype to convert it to datetime.
df['date'] = df['date'].astype('datetime64[ns]')
or use datetime64[D] if you want Day precision and not nanoseconds
print(type(df_launath['date'].iloc[0]))
yields
<class 'pandas._libs.tslib.Timestamp'>
the same as when you use pandas.to_datetime
You can try it with other formats then '%Y-%m-%d' but at least this works.