Victoria’s Secret is launching two new green lines and a fragrance inspired by lingerie fabrics this spring in an effort to outrun a brutal economy.
First off, Victoria’s Secret is also planning a green addition to its Pink brand, which is aimed primarily at college-age women. It is a move that will take Pink, a fragrance franchise, into the bath and body category, said Shashi Batra, president of Victoria’s Secret Beauty, noting that the line’s core consumer is 18 to 22 years old. The new line, due in March, was created using organic and vegan ingredients, natural formulas and eco-friendly packaging, explained Karine Schnapp, head of development for Victoria’s Secret Beauty. “We asked our consumer what she felt was meaningful,” said Schnapp, “and what she told us is that she wanted a meaningful line that is clean, healthy and fresh at an attainable price point.”
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