MACAU, CHINA. Helena Rubinstein (L’Oréal Groupe) has unveiled its first global travel retail-exclusive signature concept, Travel Like Helena, at DFS Macau Shoppes at Four Seasons.
The campaign draws inspiration from Rubinstein’s lifelong passion for travel and innovation. In 1939, the New York Post said, “Travel is Helena Rubinstein’s middle name,” underlining her reputation as globetrotter and entrepreneur.
Within the luxurious DFS Macau Shoppes at Four Seasons, this spirit comes to life through a multi-sensorial travel lounge that invites passengers to pause, recover and recharge during their travels.
Upon entering, visitors are greeted with a personalised skin consultation and a five-minute Travel Recovery hand massage with Helena Rubinstein’s skincare experts.
Visitors with more time can experience the First Class Recovery Facial; a 15-minute treatment designed to relieve travel fatigue and restore skin vitality.
Both services are accompanied by the brand’s exclusive Travel Recovery Ring and signature massage gestures.
Helena Rubinstein has launched four travel retail-exclusive skincare sets as part of the campaign. The travel-themed sets are tailored to different traveller skin needs:
- Luxury Travel Repair Set for post-flight recovery
- Boarding Rest for pre-departure preparation
- Jet Lag Rescuer to combat fatigue on arrival
- Eye Reset to address puffiness and dark circles
Each set features aviation-inspired packaging. In addition, a limited-edition Helena Rubinstein belt is available as a GWP with the sets. The belts come in three designs featuring bespoke messages.
L’Oréal Groupe said: “With travellers’ growing expectations for immersive and personalised retail, Travel Like Helena: First Class Recovery sets a new benchmark: it provides a best-in-class example of how luxury beauty brands can deepen emotional connections and cultivate loyalty with consumers outside traditional boutiques.
“This successful launch is merely the beginning, as Helena Rubinstein prepares for a global roll-out of the Travel Like Helena signature, inviting travellers everywhere to discover and experience a truly new era of luxury beauty.” ✈
