Beauty, made-to-measure: Helena Rubinstein’s glamorous boutique
At the start of the 20th century, Madame bought a building on 715, 5th Avenue in New York, with the intention of setting up a salon. The address would prove to be an excellent publicity tool. An architectural jewel decorated in a modernist style, it was the ideal place to host the pioneer’s American clients.
At this glamorous boutique, Helena Rubinstein launched the concept of a Day of Beauty. “Spend a day of beauty: our team of experts will look after you” the promotional advertisements announced. Madame threw herself into a one-off event. Physiotherapists, dieticians, doctors, hairdressers, makeup artists and estheticians worked tirelessly to pamper the brand’s most loyal clients.
A personalized program
The day started with a questionnaire to enable the professionals to create a made-to-measure program for each client. Weight, size, diet, exercise habits, everything was studied in detail. During the morning, women enjoyed individual showers with firming oils, creams and Helena Rubinstein’s most innovative products, notably the exceptional San O Thermo, which breaks down excess fat and rejuvenates skin cells.
The day continued with a healthy meal at a restaurant installed in the building. Once lunch was over, it was back to beauty! Complexion and scalp skincare, fashionable haircuts “just like they wear in Paris”, manicures and pedicures took up most of the day. To finish, each woman was treated to a makeup lesson. Everyone left enthralled by this unique program in such refined premises, tastefully decorated by Madame.
Such was their enchantment, it was easy to forget the experience had a price: between 35-150 dollars depending on which treatments they chose. Regardless, everyone considered that they had received their money’s worth, and they wanted more pampering! At the checkout, most bought one of several skincare products created by Madame. Her glamorous New York institute stayed full and once again proved Madame’s ingenuity.