Helena Rubinstein 01 - Black Black

Product Information

I can find no mention of Rubinstein offering red nose treatments for rosacea and rhinophyma, or continuing to fill up wrinkles and hollows with injections of paraffin wax but this does not mean that these were not offered to clients in her New York salon. O’Higgins, P. (1971). Madame: An intimate biography of Helena Rubinstein. New York: The Viking Press. Rubinstein’s suggested make-up routine involved applying Baume Verte (Balm Vert) or Valaze Creme Promenade as a foundation, then rouging with Rouge en Crême (a cream rouge for dry skins) or Crushed Rose Leaves (a compressed powder rouge for greasy or normal skins). Rouge was followed by Valaze Snow Lotion (Blanc des Perles), and the make-up routine was then finished with Valaze Complexion Powder or Novena Poudre depending on skin type. For particularly shiny spots, such as the nose or chin, there was still Poudre No. 3 (later called Valaze Veiling Powder). Follow with Valaze Beautifying Skinfood (Clear-skin Cream) not a cream to nourish, but a skin awakener and refiner. Leave on for as long as possible, remove and finish with Valaze Liquidine.

Valaze Beautifying Skinfood or Novena Sunproof and Windproof Creme were considered protective in summer or winter. Rubinstein also recommended wearing Valaze Complexion Powder or Novena Poudre when outdoors, and Valaze Lip Lustre to protect the lips. If engaging in strenuous sporting activities then Valaze Complexion Powder could help mop up any perspiration. Make-up The normal velvety gloss of the skin possesses aesthetic significance. It is produced by the evenly measured excretion of the moisture and fat-secreting glands. Abnormal diminution or increase of the secretions make the skin either dry and dull or unduly moist and greasy, whereby in either case the beauty of its lustre, its “enamel”, disappears. In 1926, Rubinstein transfered her American manufacturing base from 208 Rawson Street to larger facilities at 65-73 First avenue, Long Island city. The executive offices at 46 West 57th Street were also in need of extra space and they were moved to larger quarters in the same building. 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.”

Treatments at Rubinstein’s Maison de Beauté Valaze continued much as before and included remedies for wrinkles and crows-feet, coarse and greasy skin, eye problems, lax facial contours and double chins with massage and face strapping still being of prime importance. 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. In December, 1914, Rubinstein took out a lease at 15 East 49th Street, New York and, after suitable renovations, opened her first American Maison de Beauté Valaze there in May, 1915. The modernist-influenced interiors and Nadelman sculptures generated a lot of press interest and Rubinstein would repeat this stratagem in the future, using her growing art collection to generate free publicity.

Sagarin, E. (Ed.). (1957). Cosmetics: Science and technology. New York: Interscience Publishers, Inc. I sold the American corporation for one reason only—to save my marriage. It was a sacrifice, for my business had always meant more to me than money. Besides, every instinct told me that bankers would have neither the training not the intuition necessary to operate a cosmetic company. I felt there was no alternative, however. Complete this beauty treatment with Valaze Skin-toning Lotion to stimulate, brace and close pores, and refine the skin. Rubinstein still classified skin as normal, over-moist (oily) and dry, with each type determined by the relative production of secretions from the skin glands. Valaze Beauty Grains:“[K]eeps the skin charmingly pure and alabaster-like in its transparency, improves the skin’s texture, and preserves its velvety touch. It does away with greasiness of the skin, and prevents pores becoming enlarged.”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. Drawing of the new Maison de Beauté Valaze at 46 West 57th Street, New York. The exterior was painted white with the window grills and Rubinstein’s name across the front in bright green. There is a perplexing contrary, skin condition called the “combination skin” nose and chin oily; skin, otherwise dry. Certainly a contradiction in skin type and for it Helena Rubinstein has evolved a perfect, corrective combination skin treatment.

The home treatment involved four preparations so presumably included cleansing, stimulating and nourishing cosmetics as well as the clay. After arriving in the United States in 1914, Rubinstein toured the country looking for places to set up salons and for suitable outlets to sell her products. Returning to New York, she was joined there by Titus with her two children, and by her sister Mańka who had arrived to help with the development of the American business.

Timeline

Lines caused by sagging skin had to be treated by re-establishing the ‘relaxed tension’ of the face. This required astringents, either Novena Extrait (for greasy skins) or Valaze Extrait (for dry skins), both of which were followed by Georgine Lacteé. Novena Extrait was an older product but Valaze Extrait and Georgine Lacteé were relatively new. Now film the skin with Valaze Beautifying Skinfood which clears, purifies, stimulates and lightens the skin several shades. Leave on for a few minutes before removing. Day: After cleansing, apply Valaze Skin-toning Lotion Special, a bracing tonic and mild astringent.