Helena Rubinstein - e-pica

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What was the prospective competitive set? By 1998, the prospective competitive set for a <strong>Helena</strong> <strong>Rubinstein</strong> launch was increasingly crowded and fiercely competitive. There was a plethora of department store, specialty store, spa and salon brands, not even counting the aggressive competition from mass market brands. For example, quadragrid perceptual mapping of the upscale competitive set indicated more than 20 successful competitors.
Department & Specialty Store Brands Bobbi Brown Trish McEvoy Prescriptives Chanel Estee Lauder Elizabeth Arden Younger Women M.A.C. Laura Mercer Kiehl's Clarins La Prairie Orlane Erno Laszlo Origins Older Women Bliss Aveda Frederic Fekkai Mario Badescu Spa & Salon Brands
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 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: What were reactions to Carlos’ ma
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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