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A hundred-year profile

Helena Rubinstein

Helena Rubinstein peaked in the 1930s, then Jergens overtook it in the 1940s.

L'Oreal lineage · est. 1902 · the Valaze line
6.7%Peak, the 1930s
5Placements
1922 to 1953Span
60.0%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%1920s1930s1940s1950s
All voiceAdvertising

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

Out-voiced by

Jergensovertook it in the 1940s
Revlonovertook it in the 1940s
Tangeeovertook it in the 1930s

Earned versus paid

Paid 2Earned 3

Written about more than it advertised, the mark of a prestige house.

The evidence

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

YearOutletChannelWhat appeared
1922ScreenlandadvertisingHelena Rubinstein's own famous Boncilla "Package-O-Beauty"
1931Modern ScreeneditorialMme. Helena Rubinstein—world-famous beauty expert
1933Photoplayeditorialhelena rubinstein
1935ScreenlandadvertisingHelena Rubinstein Compacts
1953ScreenlandeditorialMme. Helena Rubinstein

Other houses

Pond's Tangee Coty Jergens Lux Max Factor Maidenform Maybelline

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