By  on August 7, 2006

LOS ANGELES — Victoria's Secret Beauty launched Very Sexy makeup last week with a barrage of events here, where the line is being carried before rolling out across the country in September.

Last Monday, Victoria's Secret models signed autographs at the Victoria's Secret store at The Grove here. At night, it was on to dinner in the Hollywood Roosevelt Hotel's penthouse. After hours, the models partied with 500 of their closest friends at the Tropicana Bar downstairs.

Victoria's Secret chose Los Angeles to kick off Very Sexy makeup to stress the line's Hollywood theme. The collection includes 30 formulations and 200 shades with names that include "All Access" and "Fierce."

The packaging is sleek black, and "Very Sexy" is written in pink dots, like a movie title on a marquee.

At the Roosevelt, hotties and heavyweights rubbed shoulders. In a jovial mood, Heidi Klum, her pregnant belly tied up with a bow that topped off a black dress by actress and designer Milla Jovovich, sang along to Michael Jackson's "PYT (Pretty Young Thing)." Karolina Kurkova, clad in a shimmery number by Los Angeles designer Anthony Franco, was delighted to suggest songs for the playlist.

Unlikely makeup reveler Joe Lockhart, press secretary for former President Bill Clinton, joked with Christine Beauchamp, chief executive officer of Victoria's Secret Beauty, about answering reporters' questions. Also seen schmoozing were Rachel Zoe, Jessica Paster, Jason Pomeranc, David Rabin, Orlando Jones and Lawrence Bender.

Despite the crowd, Beauchamp noted it does not take a Hollywood paycheck to buy Very Sexy makeup. Lip gloss goes for $12, and bronzer for $18. "It is a luxury product at an accessible price," she said. "You can buy it like candy."

Very Sexy makeup replaces Victoria's Secret Color and will be displayed in dedicated beauty fixtures inside Victoria's Secret stores. The makeup will be available this month in selected Los Angeles locations and will go nationwide next month. To raise awareness of Very Sexy, the central image of Victoria's Secret Beauty's advertising campaign features six Victoria's Secret models with makeup on, but little else, and the tag line: "The Sexiest Women in the World Wear Very Sexy Makeup."

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