Helena Rubinstein - e-pica

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What were reactions to the prospective U.S. relaunch? Shown the current European Helena Rubinstein products and advertisements, the focus group respondents appeared mostly unimpressed. Informed about the prospective relaunch of the Helena Rubinstein brand in the States, many younger and older women questioned with skepticism “what point of difference” would make consumers switch.
How was the relaunch explored? Subsequent focus groups in September 1997 explored potential relaunch themes or points of difference, including: • Facts and portraits of Helena Rubinstein at earlier stages of her life • Innovative Helena Rubinstein skin care products recently introduced in Europe • Exposure to Carlos, the new HR master colorist, and his “Spirits” ads • In-session experimentation with the new “Spirits” makeup colors by Carlos
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 and 16: What were perceptions of the brand
Page 17: What were perceptions of the brand
Page 21: What were reactions to HR in Europe
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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