Instead of a standard campaign, we created a trip to Barcelona for the top 25 beauty journalists in China.
Helena Rubinstein was quite a character with her bold statements "There are no ugly women, only lazy ones" and lifestyle; throwing lavish parties, her vast collection of jewellery and visionary view on art where she commissioned the likes of Salavador Dali to design the interior of her New York penthouse as well as perfume bottles and some countless portraits. We introduced the brand through her character and heritage. Each part of the campaign encapsulated her character, through story telling, choice of content and atmosphere. We invited the 25 best beauty journalists from China for a trip to Barcelona to really experience Helena Rubinstein in her beloved city.
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