Helena Rubinstein launches ‘Travel Like Helena’ at DFS Macau – Shoppes at Four Seasons

Helena Rubinstein has launched its first global travel exclusive ‘Travel Like Helena’ campaign in DFS Macau – Shoppes at Four Seasons.

Inspired by brand founder Madame Helena Rubinstein, this campaign is said to set a new standard for luxury travel experience, transforming travel time into moments of indulgence and skin renewal.

Madame Helena Rubinstein was a well-traveled, pioneering entrepreneur, with the New York Post noting, in 1939, that “Travel is Helena Rubinstein’s middle name”. It is this sentiment which is brought to life in this campaign. Her adventures across continents shaped the belief that skin deserves care even at 35,000 feet and established a ritual for self-care in the journey. With Travel Like Helena, they turn the travel lounge into a space of recovery, reconnect and recharge in between hectic travels.

Luxury Service Beauty Experience: A Glimpse into How to Travel Like Helena

An unparalleled immersive experience begins the moment visitors step into the Helena Rubinstein Travel Lounge. They are invited to receive a personalized skin consultation and a 5-minute travel recovery hand massage from our skin expert.

A 15-minute Helena Rubinstein’s First-class Recovery facial service is also available. Both services are paired with Helena Rubinstein’s exclusive travel recovery ring, coupled with our signature gestures to alleviate tension and relieve travel stress.

Travel Exclusive Offers: Exclusive Travel-themed offerings & Personalized Gifts

The journey continues with Helena Rubinstein’s 4 campaign-exclusive travel themed sets, each addressing distinct travel skin needs: The Luxury Travel Repair Set for post-flight recovery; Boarding Rest for pre-departure priming; Jet Lag Rescuer for combating fatigue on arrival; and Eye Reset for puffiness, dark circles, and time zone signs. The packaging draws on aviation cues, sleek, functional yet luxurious, so that each set feels as much a keepsake as skincare.

Offers and gifts with purchase include a limited-edition Helena Rubinstein customized belt featuring three different messages.

Travel Like Helena: A New Era for Luxury Travel Retail

Drawing inspiration from Madame Helena’s travel stories, this campaign redefines the luxury beauty experience in travel retail for Helena Rubinstein. It amplifies consumer engagement through impactful product storytelling, highlighted by the launch of new exclusive travel-themed sets.

These carefully curated sets are specifically designed to address the unique skin needs of travelers, offering both effective solutions and desirable gifting collectibles. Additionally, the travel lounge makes Helena Rubinstein’s signature service accessible within the fast-paced travel retail environment, all while staying true to its brand core.

With travelers' growing expectations for immersive and personalized 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.

According to L’Oreal Travel Retail Asia Pacific, this successful launch “is merely the beginning, as Helena Rubinstein prepares for a global roll-out of the ‘Travel Like Helena’ signature, inviting travelers everywhere to discover and experience a truly new era of luxury beauty”.