Of all the competitors that Helena Rubinstein came up against during her reign, Elizabeth Arden was her greatest challenge. From the day she arrived in New York on that cold December morning in 1914 – so began the battle of the Beauty Barons.

Each tried to outdo the other in launching new and exciting beauty products: lipsticks, creams, lotions - no expense was spared in their marketing. And Elizabeth Arden was a fierce opponent; having set up her beauty salon a year before Helena arrived she was determined not to let this foreigner steal a march on her even to the extent of pinching some of Helena's best employees.

Also Elizabeth Arden was a successful breeder of racehorses, one of which bit her finger off. On hearing this Helena remarked: "Oh dear. Such a shame. Do tell me, how is the horse?"