NEW YORK — There is no such thing as too many men for Victoria’s Secret Beauty.
The firm, a division of Intimate Beauty Corp., is hoping to attract more customers of the opposite sex when it adds a new scent to the Very Sexy masterbrand.
Very Sexy for Him 2 will launch the last week in October and is a follow-up to Victoria’s Secret Beauty’s first foray into the men’s fragrance category. VSB launched the original almost two years ago, followed by Very Sexy for Her, a year later.
“Both fragrances have been so successful,” said Sherry Baker, executive vice president, chief marketing officer at VSB. “Since the first men’s fragrance has had two years to live and develop its own following, I think the time is very right for us to add a second [men’s scent]. Launching it under the Very Sexy masterbrand makes all the sense in the world.”
Symrise, who created the juice, gave Very Sexy for Him 2 top notes of juniper berry, white sage, green peppercorn and melozone; middle notes of lavender, geranium bourbon, nutmeg, cardamom and Italian finocchio, and base notes of guaiac wood, sandalwood, rosewood, teakwood and musk. “From an olfactive perspective, it is very different from the original and from an attraction perspective, it can skew a little younger,” said Baker, who added it is expected to attract a larger percentage of men under the age of 35.
The lineup includes a 1-oz. cologne spray for $25, a 1.7-oz. size priced at $35 and the 3.4-oz. size for $45. There is also an allover body wash for $10, a gift box for $29 and a travel kit for $39. Two weeks before the launch, the company will presell the 1-oz. cologne spray. The bottle, which was designed in-house, is made of blue glass and accented with a silver cap.
The creative campaign was photographed by Russell James at Sky Studios in New York City. It features Gisele Bündchen clad in a pair of white panties leaning against a steel railing that overlooks the skyline. “Architecture was obviously the inspiration here,” noted Marcia Mossack, executive vice president and chief creative officer of VSB, who added that this was also true for the design of the bottle.Executives declined to comment, but industry sources estimate Very Sexy for Him 2 could hit $30 million in its first retail year and the Very Sexy for Him line might reach the $50 million mark in retail sales for 2003.
The fragrance will be available in Victoria’s Secret’s 1,000 doors — including 500 freestanding beauty stores, 500 lingerie stores, the catalog and the company’s Web site. The scent will be supported with 12,000 running feet of display windows featuring the Bündchen visual, plus 4 million scented impressions in the Victoria’s Secret catalog, as well as packaging inserts and billing inserts.
The company’s goal is to make VSB the ultimate beauty destination and though, according to Baker, it will always place a focus on fragrance, there are other categories it is looking to “add to the mix and fuel growth.” Color cosmetics have a much stronger role in the brand’s product portfolio, which Baker said will continue. She also noted that hair care, an “important category that has a lot of everyday usage,” could launch in spring 2004. The introduction of skin care is a possibility in the future.
In addition to the new fragrance, the company also is set to launch its holiday offerings, most of which will become available between the end of October and mid-November — at the time of its annual fashion show. Highlights include the Super-Model Runway Kit, priced at $37.50, a limited-edition, all-in-one makeup kit that contains the key elements used by the brand’s makeup artist, Charlie Green; the holiday color line, Sultry Scarlet, where the items, contained in “old-Hollywood, Vargas-girl” inspired packaging, are priced from $12 for a lip gloss compact to $32 for shimmer powder in Gold Dust. There is also the Purse Your Lips, a belted compact offering four shades available in two different palettes for $20 each. In a move to focus on color, holiday ornaments, which usually only contain fragrance, now offer color cosmetic items.
A four-page insert, featuring the brand’s holiday items will run in a selection of beauty and fashion magazines, as well as in its catalog.
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