Helena Rubinstein Begin by cleansing your face. Take a small amount of Helena Rubinstein Eye Zoom Eye Cream using the applicator or your fingertip. Gently apply it along the bone surrounding your eye, starting from the inner corner and moving outward. Use your ring finger to softly tap the cream until it absorbs into the skin. Use Helena Rubinstein Eye Zoom Eye Cream before applying other skincare products. Face Creams