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.
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