Word: rubinstein
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...glamorizes its products with names sug gestive of romance, adventure, passion: such foundation powders as Pond's Angel Face, Revlon's Love-Pat and Max Fac tor's Creme Puff; such lipsticks as Rubinstein's Red Hellion, Revlon's Fire and Ice, Helen Neushaefer's Torrid and Pink Pas sion; such creams as Max Factor's Cup of Youth and Helena Rubinstein's Tree of Life. It lends mystic significance to a word such as moisturizing and nurtures a euphemistic cant in which reducing becomes slenderizing, dye becomes hair color, and diet...
...sharply competitive world of calculated eccentricities in which only the books are always well balanced. It is a pink jungle of feuds and jealously guarded secrets in which people and ideas are pirated. The oldest feuders are two of the best-known names in cosmetics: Madame Helena Rubinstein and Elizabeth Arden (real name: Florence Nightingale Graham...
...Helena Rubinstein started in Melbourne, Australia, in 1902 with a batch of homemade face cream from her native Poland, made $1,000,000 before she was 25, and invaded the U.S. in 1915, billing herself "The World's Greatest Beauty Culturist." She is now worth at least $100 million, collects paintings in her 26-room Park Avenue triplex, and has 14 portraits of herself by artists ranging from Dufy to Dali...
...healthy. Before opening her own beauty salon in 1910, she spent an apprenticeship as secretary in a Fifth Avenue beauty shop. Today she grosses an estimated $15 million yearly, owns a topflight racing stable (Maine Chance). The carefully preserved beauty queens are the best ads for their own products: Rubinstein is in her 80s, Arden in her 70s-and their exact ages are as jealously guarded as their cosmetic secrets. Says an aide: "We never talk to Miss Arden about the passage of time...
Some 74,000 women a year are soothed, massaged and coifed in Madame Rubinstein's Manhattan salon, headquarters of her three-continent chain. A woman who wants to spend an entire day at the salon can spend up to $120 for a series of treatments that would make a siren out of a Westchester matron. First, she is told to change into a black leotard, given paper slippers and a white robe to wear. Her medical history is solemnly taken ("Any operations? How many children?"). After doing exercises in front of a mirror under direction of a Ph.D. from...