Helena Rubinstein - e-pica

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What were perceptions of the brand personality? Among young women, the brand was personified as: • 30 to 65 years of age, median age of 47 • married with grown children or grandchildren • homemaker or realtor with $150,000 income • matronly names (Maude, Goldie, Edna, Mildred) • evening gown, sequined sweat clothes • champagne, poodle, checkbook, car keys • authoritarian, perfectionist, elegant, flamboyant • lunching, gambling, shopping too much
What were perceptions of the brand personality? Younger and older women drew her saying: “I’ll meet you at the club after I pick up my new bracelet.” “Darling, it’s so good to see you at this charity event.” “Paris, like the finer things in life, is my favorite destination.” “I’m late for a manicure, the caterers are lost, my maid is sick.” “Of course, I’d be glad to host the bridge group, dear.” “Always wear white gloves and remember to go to church.”
Page 1 and 2: Helena Rubinstein Relaunching the B
Page 3 and 4: Why contemporize a brand’s equity
Page 5: Who was Helena Rubinstein? Born in
Page 8 and 9: What happened to the Helena Rubinst
Page 10 and 11: What role did qualitative research
Page 12 and 13: Who were the focus group respondent
Page 15: What were perceptions of the brand
Page 21 and 22: What were reactions to HR in Europe
Page 23: How was the relaunch explored? Subs
Page 29: What were reactions to the latest H
Page 33 and 34: What were reactions to Carlos’ ma
Page 35 and 36: Department & Specialty Store Brands
Page 37 and 38: What was the profile for the HR spa
Page 39 and 40: What was the profile for the HR spa
Page 47 and 48: How was the product line edited for
Page 50: How was HR communicated to the spa
Page 53 and 54: What have been the strategic outcom
Page 55: Contemporizing Brand Equity Relaunc

Helena Rubinstein - e-pica

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