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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.
This story first appeared in the February 6, 2009 issue of WWD. Subscribe Today.
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.”
The lineup is broken down into three separate solution-based collections — Energizing for oily skin, Nourishing for dry skin and Soothing for sensitive skin, each with an 11.8-oz. body wash for $10 and an 11.8-oz. body lotion for $12. The Energizing group adds Sugar Scrub, $12 for 8.4 oz.; Nourishing also includes a shave cream, $10 for 6.7 oz., and Soothing adds a hand cream, $8 for 2.5 oz.
One “essentials” line, intended to suit any skin type, will also be sold, said Schnapp. The Essentials assortment includes Everything Refresher Spray, $8 for 3.4 oz.; Anti-Bac Hand Sanitizer, $8 for 0.15 oz.; Lip Butter in three tinted shades and one clear, $8 each, and Foot Softening Kit with a 2.5-oz. Softening Foot Cream and a pair of organic cotton socks, $18.
The collection uses post-consumer recycled packaging with removable labels intended to make recycling easier, noted Schnapp. As well, the formulas eschew parabens, phthalates and are all lightly scented with a citrus blend, said Mark Knitowski, vice president of product development for Victoria’s Secret Beauty.
The company plans an intensive sampling campaign and extensive online viral marketing, including outreach via YouTube and Facebook, said Randi Lloyd, director of marketing for Victoria’s Secret Beauty. An e-mail blast to 3 million consumers, as well as a $10 purchase-with-purchase Pink cosmetics bag with samples of the lotion, body wash, refreshing spray and lip balm are part of the plan, she added.
Victoria’s Secret executives refused to comment on sales projections, although industry sources estimate that the Pink bath and body line could do upwards of $25 million at retail in its first year on counter.
The company has a second natural line in the works for the spring in Naturally Victoria’s Secret, which executives are billing as a sophisticated natural line with treatment benefits. The 30-stockkeeping-unit line is broken down into five families. Acai Berry & Magnolia is intended to protect and brighten skin; Grapefruit, Lime & Mint is designed to purify and invigorate skin; Blackberry & Tonka Bean is said to revitalize and renew skin; Vanilla & Sandalwood is intended to nourish and comfort skin, and Honeysuckle & White Patchouli is intended to relax and soothe skin. Each grouping has six products, including a lotion, body wash and moisture mix. Products range in price from $10 for a 6.7-oz. body wash to $22 for a 10-oz. moisture mist.
While none of the executives would discuss sales projections, industry sources estimated that the Naturally Victoria’s Secret line could do upwards of $35 million at retail in its first year on counter.
Parfums Intimes, the four-fragrance line the company will launch in April, will include scents named for satin, silk, cashmere and lace and one main ingredient intended to embody the fabric in fragrance form.
Satin Rose de Mai is intended to re-create the feeling of satin over bare skin and comprises rose de mai, Asian honeysuckle, pink grapefruit and mandarin flower. Silk Mandarin Santal includes Chinese mandarin, sandalwood, mimosa, honeyed musk and whitewood notes. Cashmere Vanilla Jasmine mixes Mediterranean purple orchid, jasmine absolute, cedarwood and heliotrope. Lace Orange Flower combines orange flower absolute, Chinese osmanthus, pink grapefruit and watery dewdrops. All four juices were concocted by International Flavors and Fragrances.
Each fragrance will be sold in keepsake boxes with lingerie-inspired details, such as fabric pouches corresponding to each scent’s fabric inspiration, and will retail for $65 for 1.7 oz. None of the executives would discuss sales projections for the Parfums Intimes line, although industry sources estimated that the quartet could do upwards of $25 million at retail in their first year on counter.