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Helena Rubinstein’s Sandager Discusses Strategy



PARIS — Helena Rubinstein is staging a comeback in the U.K., beginning with a new space in London’s Harrods opened last Thursday. It’s part of a broader geographic push that is taking place after a decade-long repositioning as an ultra-premium skin-care brand.
Helena Rubinstein executives would not talk about numbers, but industry sources estimate the L’Oréal-owned label’s business is booming, registering sales growing by high double- and even triple-digit percentages, to about 250 million euros per year, thanks in large part to the Chinese consumer.
Elisabeth Sandager, global brand president of Helena Rubinstein since 2007, discussed with WWD her overarching vision for the brand.
WWD: What makes it a good time for Helena Rubinstein to reenter the U.K. market, after having left it in 2003?
Elisabeth Sandager: Now that the brand is totally repositioned in the proper way it should be, it’s the right timing to get back into the U.K. An international brand has to be in all big countries and cities.
We met with the Harrods team, shared our vision, how the brand is looking today — which is pretty different from what it was 10 years ago. It fit their needs in terms of VIP consumers. We’re super excited about this because Harrods

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