Travellers can enjoy personalised skincare consultations and mini treatment at the new Helena Rubinstein activation.

Helena Rubinstein has launched its first global travel retail exclusive, Travel Like Helena, at DFS Macau – Shoppes at Four Seasons.

Inspired by the brand’s pioneering founder, Madame Helena Rubinstein, the new concept brings together skincare innovation and experiential luxury to redefine beauty on the move.

Designed as an indulgent pause between journeys, Travel Like Helena transforms the travel environment into a space for recovery, reconnection and renewal. The campaign celebrates Madame Rubinstein’s legendary globetrotting spirit – a woman once described by the New York Post in 1939 as having “travel” as her middle name – and her belief that self-care should never stop, even at 35,000 feet.

Immersive lounge experience for travellers

At the heart of the concept is the Helena Rubinstein Travel Lounge, where visitors can enjoy personalised skincare consultations and mini treatments from expert beauty advisors.

Travellers are invited to experience a five-minute recovery hand massage or, for those with more time, a 15-minute First Class Recovery Facial tailored to individual skin concerns. Each service is paired with Helena Rubinstein’s exclusive Travel Recovery Ring, a tool designed to relieve tension and soothe travel stress.

A 15-minute First Class Recovery Facial tailored to individual skin concerns.

Exclusive travel sets and gifts

The campaign also introduces four travel-themed skincare sets, each crafted to address specific travel-related needs: The Luxury Travel Repair Set for post-flight recovery; Boarding Rest for pre-departure preparation; Jet Lag Rescuer to combat fatigue on arrival; and Eye Reset to revive tired eyes and counteract time-zone effects.

Reflecting the brand’s heritage of elegance and innovation, each set features aviation-inspired packaging that blends function with luxury. Travellers purchasing the limited-edition sets can also choose an exclusive Helena Rubinstein customised belt, available in three collectible designs, as a personalised travel gift.

Visitors can also learn all about the brand’s pioneering founder, Madame Helena Rubinstein.

Setting new standards in luxury travel retail

With Travel Like Helena, the brand delivers a new model for luxury beauty engagement in the travel retail channel – one that merges experience, storytelling and innovation. The concept deepens emotional connection with travellers through sensory experiences and bespoke service, while staying true to Helena Rubinstein’s legacy of science-backed skincare and empowered self-expression.

Following its successful debut at DFS Macau, Helena Rubinstein plans a global roll-out of Travel Like Helena, inviting travellers worldwide to discover a new era of first-class beauty and wellbeing in travel retail.

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