Fashion 2023

On February 10, the French luxury brand HELENA RUBINSTEIN, known for its innovative approach to the development of cosmetic products, in honor of the 120th anniversary of the brand, supported the artistic initiative of the Moscow Theater. A. S. Pushkin.

The premiere of the play "Madame Rubinstein" was held at the Moscow Theater. A. S. Pushkin
The premiere of the play "Madame Rubinstein" was held at the Moscow Theater. A. S. Pushkin

The private screening of the play was marked by an exhibition that tells the story of the life and achievements of the cult personality Elena Rubinstein, as well as the presentation of the legendary Age Recovery Day Re-PLASTY line, created in collaboration with the clinic of plastic surgery and aesthetic medicine La clinic Montreux (Switzerland).

The play "Madame Rubinstein", written by the famous Australian playwright John Misto, is presented in Moscow for the first time on the theater stage by director Yevgeny Pisaerv. Premiere of the Moscow Theater named after A. S. Pushkin was visited by Alexander Arutyunov, Alexander Oleshko, Alexandra Kiseleva, Vadim Vernik, Victoria Solovieva, Dayana Gichieva, Evgenia Linovich, Ekaterina Autrash, Ekaterina Kovalchuk, Igor Garanin, Irina Tchaikovskaya, Denis Kartashev, Katerina Keyru, Katya Lel, Ksenia Nikitina, Larisa Verbitskaya, Marie Koberidze, Maria Galkina, Maria Kostromitina, Maria Saukh, Alena Moiseeva, Nata Chigirinskaya, Natalia Vlasova, Olesya Sudzilovskaya, Olympiad Teterich, Olga Samodumova, Robert Oskuzyan, Svetlana Zakharova, Svetlana Stepankovskaya, Natalia Simakova, Sogdiana, Tatyana Davtyan, Tim Vlasov, Larisa Khatmulina, Yulia Ignatieva, Elena Yasenkova, as well as beauty editors of leading glossy publications.

“The Helena Rubinstein brand supports the artistic initiative of the Moscow Theater. A. S. Pushkin and thanks the People's Artist of the Russian Federation Vera Valentinovna Alentova, the outstanding director Evgeny Pisarev and the entire troupe of the theater for staging the play "Madame Rubinstein" based on the literary work of playwright John Misto in the year when the brand turns 120 years old!

We have great respect for the artistic interpretation expressed in the production. The versatility of Elena's personality is truly impressive: a doctor by education, a serious scientist who was the first to propose a classification of skin by type; a businesswoman who opened the world's first beauty salon in 1902; a researcher and at the same time a fine connoisseur of beauty, who designed her beauty salons, harmoniously combining fashion and sophistication of art galleries; secular diva and muse, whose portrait was painted by Salvador Dali himself,” said Helena Rubinstein brand director in Russia Elena Khodunova.

“Vera Valentinovna and I immediately decided that we would not take classic benefit material, we would find something new so that the performance would become not just a production by the date, but also a discovery - of the author, play, image. Despite the humor, this story is not a light comedy, but a full-fledged drama with interesting characters and an unexpected plot,” director Evgeny Pisarev comments on the production.

During the screening of the play "Madame Rubinstein", a unique exhibition of Helena Rubinstein is open in the halls of the theater, where the story of the outstanding founder of the famous brand is told from the very beginning, as well as a demonstration of products created under her name.


The uniqueness of the legendary Age Recovery Day comfort cream from the Re-PLASTY line lies in the ability to prolong the result of aesthetic medicine procedures and provide a postoperative restorative effect. The formula of the cream combines a fraction of Centella asiatica, which has soothing and anti-inflammatory properties, and an acidified molecule, which activates the formation of collagen. Vitamins C and E have an additional antioxidant effect, protecting the skin from free radicals. As a result, the skin looks fresher and firmer, its texture improves. The feeling of tightness disappears, wrinkles and imperfections are reduced. Skin is nourished, hydrated and looks more radiant.

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