The Art of Feminine Beauty

Helena Rubinstein

London

:

Gollancz

,

1930

.
First UK Edition.

22cm x 14cm. 304, [15] pages, black and white illustrations. Red cloth, black lettering, illustrated jacket.

1930s beauty monograph by cosmetics entrepreneur Helena Rubinstein (1872-1965). Rubinstein emigrated from Poland to Australia in her early 20s and went onto establish a successful international cosmetics company and become one of the richest women in the world from her first stores in Melbourne and Sydney, before rapidly expanding globally. She was “the first self-made female millionaire, an accomplishment she owed primarily to publicity savvy. She knew how to advertise–using ‘fear copy with a bit of blah-blah’– and introduced the concept of ‘problem’ skin types. She also pioneered the use of pseudo-science in marketing, donning a lab coat in many advertisements, despite the fact that her only training had been a two-month tour of European skin-care facilities. She knew how to manipulate consumers’ status anxiety, as well: If a product faltered initially, she would hike the price to raise the perceived value.” (Ugly Beauty, Ruth Brandon)

Good Condition in Poor Jacket. Discolouration to spine. Minor foxing. Jacket spine missing, front and rear panel worn and presented in protective wraps. Good Condition.