Luxury brand Helena Rubinstein is aiming to drive its brand growth in Asia Pacific by tapping into China’s rebounding domestic travel market.
The L’Oréal-owned brand traces its roots back to 1902 as the brainchild of its eponym, the Polish-American businesswoman Helena Rubinstein.
Helena Rubinstein has been present in the Mainland China Travel Retail market for over two decades. In addition, the brand is also available in Hong Kong, Macau, South Korea, Japan, Singapore and Thailand in Travel Retail APAC.
In the last few years, the luxury brand has been quietly building its presence in APAC before making a splash with its first travel retail Asia pop-up in South Korea in 2019, which targeted Chinese travellers.
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