Helena Rubinstein – the birth of Cosmetics Marketing
Odoo CMS - a big picture
Photo by Joanna Kosinska

Welcome to this new section of our blog, where we take you on board to decipher together the language of the cosmetics industry. Ready for some surprises?

We're not going to teach you anything: the beauty business is largely about creating (and selling) dreams... A desire to satisfy, a little color, a star to carry the message, and a lot of window dressing !

With the BeautyMix team, we wanted to delve into all this, and unravel the real from the fake, the effective from the marketing talk, the beautiful from the dubious, the real from botox! All this to better identify what is really good for us!

So follow us for a few episodes, a few stories that you may find cheeky – but in any case that will not leave you indifferent…

It's your votes at the end to award the first-ever BeautyMix Beauty Razzie Awards – the prize for the best lies in beauty! 🏆

And our first candidate is...


Valaze cream – where how Helena Rubinstein launched the marketing concept in the cosmetics industry


Helena Rubinstein was a little bit of a woman (1m52!) damn determined, and with real business acumen. At 24, she left Poland and her parents when they tried to marry her to a man she had not chosen… Hats off to Helena! Imagine her, in 1896 (yes yes, the era of long dresses and steamboats!), who decides to cross the world to settle in Australia, despite her poor knowledge of English, her fear of horses, and his dislike of the sun!!

    Odoo CMS - a big picture
    Photo by Josh Withers

    Arrived in Australia, she realizes that her milky Eastern European skin is envious… She quickly smells the vein, and then launches into the sale of a skincare cream of her own. But all her genius appears in the way she sells it: she claims that her cream is imported from Europe, and was designed by a certain Dr. Lykusky (whose trace was never found, you can imagine!). She lists exotic ingredients to her captivated customers, and sets a luxurious price for her product. His cream cost 10 pence to make, so his accountant had suggested he sell it for a shilling a jar.

    Are you crazy? she would have answered , women will not buy such a cheap cream! When you want to improve your appearance, you want to feel like you're treated like someone special… We'll sell her for seven shillings and seven pence a pot! »

    Just before his death, the recipe for his miracle cream was found in his archives: “mineral oil, vegetable oil, lanolin”. Lanolin is the grease from sheep's wool that is found all over Australia, and that she had perfumed to mask the smell!

    So… cheeky, avant-garde or charlatan? Your turn to judge !

    What do we remember about BeautyMix? Lanolin, thanks to its composition close to human sebum, has very good healing and soothing properties… Young mothers may have appreciated its benefits for treating cracks caused by breastfeeding. For everyone, it is a very good restorative and anti-aging treatment. It is found a lot in Australia. For our vegan friends, it is possible to recreate a vegetable version of lanolin with castor oil and vegetable wax, we will tell you more!


    Do not hesitate to give us your feedback!

    See you soon.


    La team BeautyMix

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