Helena Rubinstein 01 - Black Black

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In Paris, Rubinstein had been operating from her Insitut de Beauté Valaze at 126 Rue du Faubourg since 1921. Eau Vert:“[M]uch like Eau qui Pique, but being rather milder, it is more adapted to beginners in treatment, particularly those with dry and sensitive skins.”

T]wo little words “she paints” often sound like the passing of a sentence for some moral shortcoming. Prejudices are often groundless. None more groundless than the one against rouge, and none better founded that against bad rouge or rouge badly used. Cleanse with Valaze Pasteurized Cream, a wonder cream for freshening, revitalizing and youthifying the skin. For sunburn there was the soothing Baume Blanc (Balm Blanc) and for sensitive skin Daleihne replaced the use of soap and water. Seasonal treatmentsOther products available for the treatment of lines and wrinkles included the previously mentioned Valaze Skin-toning Lotion as well as Valaze Skin-toning Lotion Special, the later being suited to dry skins. In addition, there was Valaze Roman Jelly (later known as Contour Jelly), although this astringent was more usually recommended for improving the contour of the throat. For a night cream try the Helena Rubinstein Prodigy Re-Plasty Age Recovery Skin Regeneration Accelerating Night Care, a groundbreaking skin regeneration night cream that is highly concentrated with Cica Proxylane-Solution. This skin repairing cream remarkably fights against signs of age including deep wrinkles skin damage and imperfections. For advanced cases: After cleansing use the highly stimulating Valaze Georgine Lacteé, the muscle and tissue tightener and follow with Valaze Anthosoros Cream. Baume Vert:“[A] balsam intended more particularly for dry, tender, easily roughened skins. It prevents, with the same facility and certainty as it removes, the baneful effects of winds, strong sea air, drying cold or heat on the skin.”

c.1910. Buildings on East 57th Street. The building on the right would become the Demotte Gallery before being taken over by Helena Rubinstein for a new salon in 1928. Clinique de Beauté Helena Rubinstein in Paris. The cross-shaped design of this advertisement emphasised the ‘medical’ nature of the salon. Electrotherapy treatments were under the direction of a ‘Doctoresse en Chef de la Clinique’. Skincare and makeup giant Helena Rubinstein is inspired by women and empowers them to discover the full power of their beauty with a range of efficacious products. Complete this beauty treatment with Valaze Skin-toning Lotion to stimulate, brace and close pores, and refine the skin.In 1927, as part of the new Water Lily make-up line, Rubinstein introduced Water Lily Face Powder. It came in the same shades as her earlier powders and was sold in both Complexion and Novena formulations making it suitable for all skin types. However, it retailed for a higher price, as did the later Enchanté Face Powder (1928) which came in a Silver (small-sized) or Chinese Temple (large-sized) boxes. Foundations O’Higgins, P. (1971). Madame: An intimate biography of Helena Rubinstein. New York: The Viking Press.