MACAU, CHINA. Helena Rubinstein, part of L’Oréal Groupe, has partnered with DFS Group for a holiday gifting animation at DFS Macau Shoppes at Four Seasons.
The activation, which runs until 31 December, pays homage to Helena Rubinstein’s New York residence, which she called her ‘castle in the sky’.
The space is designed to immerse guests in the aesthetic and spirit of Rubinstein’s Manhattan home, offering an engaging way to experience the brand’s heritage while exploring its innovative product range and luxury services.
A legacy of innovationIn 1941, Helena Rubinstein relocated to New York and acquired the building at 625 Park Avenue, where she launched the first-ever waterproof mascara. She revealed the mascara at the water ballet show at the 1939 World Fair in New York. The site also housed the world’s first Helena Rubinstein beauty school. |
One of the key highlights of the activation is a complimentary 24k-gold-foil hand massage. This treatment combines the brand’s advanced skincare formulations with the use of gold foil, offering nourishing and revitalising benefits.
Delivered by trained Beauty Advisors, the massage provides a moment of relaxation and luxury during the busy holiday season.
To enhance the animation’s gifting appeal, Helena Rubinstein has collaborated with heritage ceramics house Wedgwood to create an exclusive luxury VIP gift set.
The set contains the Wedgwood Renaissance Gold Mug Night & Day Duo with the brand’s signature oval pattern and gold-gilded banding. It comes in an elegant light-blue gift box, decorated with a white Helena Rubinstein ribbon.
In addition, customers can receive a personalised luggage tag with every purchase. The luggage tags come in black leather embossed with the Macau skyline. ✈
