NEW YORK — Cosmopolitan Cosmetics and Victoria’s Secret Beauty have a little secret for Anna Sui fans.
The two beauty giants are teaming up to launch the designer’s latest scent, Secret Wish, in Victoria’s Secret Beauty doors later this month, adding to the retailer’s portfolio of 13 private label scents.
While Victoria’s Secret Beauty has a few other third-party scents in its doors — French lingerie queen Chantal Thomass’ fragrance, for example — this pairing marks the first time that Victoria’s Secret Beauty has exclusively launched a fragrance that is not branded under its eponymous product line.
The introduction is part of a new strategy by the retail giant to introduce a wider range of outside brands into its Victoria’s Secret Beauty stores. It will be launched in the U.S. in about 50 of the retailer’s doors at the end of April.
“These are the top-performing markets — where we believe we’ll have the greatest opportunity to win,” said Sherry Baker, president of Victoria’s Secret Beauty. “We’re thrilled to have Secret Wish launch exclusively with Victoria’s Secret, and we think the beautiful scent and feminine positioning of Anna Sui’s newest creation will resonate with Victoria’s Secret customers.”
Baker and other Victoria’s Secret Beauty executives declined to discuss details for additional launches, but sources noted that the retailer is talking to a wide range of companies and could add multiple third-party brands across all beauty categories by yearend. The retailer has also established a separate marketing team to facilitate the entry of these brands — including color, fragrance, body care and skin care — into its stores. As well, Victoria’s Secret has identified a group of 10 Lab Stores to test various merchandising techniques, selling strategies and assortment concepts.
“Victoria’s Secret is a perfect place for Anna Sui,” said Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics USA. “The customer who will love this product is shopping at Victoria’s Secret today, and this is a perfect way to meet a new customer and introduce her to the fragrance.” Sui will do personal appearances in Victoria’s Secret doors for the product at launch and the scent will be exclusive to Victoria’s Secret at least until August, said Loftus.The scent will also be launched in Europe in May, added Marine Gaertner, operational marketing manager in France for numerous beauty brands, including Anna Sui, Dunhill and Trussardi, which are licensed to Procter & Gamble’s Cosmopolitan division. It will be sold in Asia beginning this spring.
Secret Wish’s juice, concocted by Robertet’s Michel Almairac, is a musky, floral, fruity scent with top notes of lemon, tagete and melon. Notes of black currant and pineapple are at its heart, while base notes include white cedar, amber and musk.
The flacon, designed by Marc Wittenberg of Iconomy, has three faces decorated with floral designs. Its fairy-topped cap, meant to embody the fairy-tale aspect of Sui’s world, was created by Lisi Cosmetics. “It’s like a lucky charm,” said Gaertner. “All women think there’s a lucky star above us when something nice happens, or wish upon it when we want something to happen.”
Sui has a similar view: “With the way that the times are, we’re all looking for a little fantasy,” she said. “Fantasy is such an important part of my fashion, and it was an ideal concept for this brand.” Sui noted that the popularity of such movies as “The Lord of the Rings” and “Harry Potter” adds strength to that point. “Everyone wants and needs to dream,” she said. “Childlike elements and adults believing in optimism are key elements of all my collections — and this fragrance follows that trend.”
Sui’s Secret Wish targets females aged 15 to 25, although Sui said, “While its initial appeal may be to a younger consumer, her mom will be buying it too.”
The single-page advertising campaign for the new scent — which is being run in Europe and also may run in the U.S. later this year — was shot by Steven Meisel and features model Jessica Stam surrounded by sparkles, butterflies and flowers. There also will be samples, including miniatures and 1.2-ml. vials. In the U.S., initial marketing is being coordinated through Victoria’s Secret, although the ad likely will run in the U.S. this fall and the image will be used on tester units wherever the fragrance is sold. TV advertising is slated for both Asia and Europe.Industry sources estimate Secret Wish will generate 400,000 euros, or $521,000, in wholesale volume in France during its first 12 months. In the U.S., sources estimated, the scent could do $25 million at retail in its first year.
In France, the eau de toilette will be available in 30-, 50- and 75-ml. sprays, which will sell for 29 euros, 39 euros and 54 euros, respectively, or $38, $51 and $70 at current exchange. In the U.S., eau de toilette sprays in 1.7-oz. and 2.5-oz. sizes, $48 and $65 respectively, will be sold. Also available for the U.S. market: a 6.8-oz. body lotion for $30 and a 6.8-oz. bath and shower gel for $28.
Going forward, noted Baker, Victoria’s Secret will continue to develop a comprehensive strategy for the introduction of third-party brands at Victoria’s Secret across all beauty categories. “The strategy will evolve as we get results from initial tests,” she said. “One of the unique competitive advantages of conducting tests within our stores is that we can allow the customer to vote and then adapt the strategy to meet her needs. Introducing third-party fragrances aims to enhance the experience for Victoria’s Secret customers, whether it’s by offering a new olfactive experience or providing choice among products with a complementary positioning that leverage Victoria’s Secret brand equities. Whereas Victoria’s Secret products will always be dominant, third parties provide a unique opportunity for accelerated growth. And, with Secret Wish being exclusive to Victoria’s Secret, we are particularly excited about the potential.”
For her part, Sui is looking forward not only to launching the scent, but also interacting with her consumer at personal appearances at Victoria’s Secret Beauty and in selected doors in Taiwan and in London later this month.
“I get to meet everyone from young girls who come in with their mothers to design students,” said the designer. “I love to meet them — and I love for them to see that there actually is a person behind this brand.”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye