Helena Rubinstein no longer sold in UK

I was very sad to learn that Helena Rubinstein has withdrawn from the UK. I didn't see any stories about it but saw an announcement on their website when I went to search for their fantastic Golden Beauty range of self tanners, by far the best on the market (compared to Guerlain, Estee Lauder and Dior).

I would imagine that differentiation was their biggest challenge. They didn't stand out from the other brands. I'm in marketing and I would have struggled to guess where they see themselves, who their target customer is, and their positioning relative to the other luxury brands. They obviously decided the UK was not a focus area some time ago and their promotional activity was virtually zero: a pity, when some of their products were outstanding (I lived in Germany a few years ago and used to buy HR a lot then).

They still seem to have a presence in many other countries including Belgium and Germany. So I wonder why the UK was a problem? It's been on the wane here for a number of years, and I was finding it increasingly difficult to buy HR in the UK.

Yet they're using Demi Moore as their muse, and with the over-40s the most affluent, cash-rich market and more likely to spend money on beauty products, I see a huge missed opportunity for HR. Please at least consider selling online from your worldwide site!

The brand has a terrific heritage: Ms Rubinstein was a very formidable woman, up there with Estee Lauder. It's a shame to see the brand silently disappearing from one of the world's biggest beauty markets without any sort of analysis or fanfare.