Helena Rubinstein - e-pica

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What happened to the Helena Rubinstein brand? Her cosmetics company continued after her death Was expanded and updated in Europe and Japan Remained a significant presence in these markets However, tougher and increasing competition in U.S. Discontinued Helena Rubinstein in the States in 1985
What happened to the Helena Rubinstein brand? Acquired in 1988 by French company, L’Oreal, which also owns Lancome, Maybelline, Redken Commanded to be relaunched as trend-setting upscale brand in the States by late 1990’s One impetus, the new look given the brand in 1996 in Europe and Japan By Carlos, a master colorist whose avant-garde makeup palettes and ad campaigns Offered apparent opportunities to reposition the brand toward a younger target audience
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 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 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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