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A hundred-year profile

Helena Rubinstein

Helena Rubinstein peaked in the 1920s, then Lux overtook it in the 1930s.

L'Oreal lineage · est. 1902 · the Valaze line
14.6%Peak, the 1920s
32Placements
1910 to 1953Span
18.8%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Luxovertook it in the 1930s
Max Factorovertook it in the 1930s
Jergensovertook it in the 1940s

Earned versus paid

Paid 26Earned 6

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1910VogueadvertisingHelena Rubinstein
1911VogueeditorialMadame Helene Rubinstein
1915Harper's BazaaradvertisingMADAME HELENA RUBINSTEIN
1917Harper's BazaaradvertisingMME. HELENA RUBINSTEIN
1918Vanity FairadvertisingMME. HELENA RUBINSTEIN
1920Harper's BazaaradvertisingMADAME HELENA RUBINSTEIN SPECIALIST in BEAUTY CU
1921VogueadvertisingMme. Helena Rubinstein of Paris and London
1922ScreenlandadvertisingHelena Rubinstein's own famous Boncilla "Package-O-Beauty"

Other houses

Coty Pond's Elizabeth Arden Jergens Lux Tangee Woodbury Max Factor

Browse every Helena Rubinstein page in the record →

Data via the Muse Parlor historical SOV API. How this is built →