Victoria Beckham launches her makeup collection at Selfridges.

LONDON — After launching her Victoria Beckham Estée Lauder makeup collection to hordes of customers in New York last week, the designer got to unveil the line to a hometown crowd Tuesday night.

Scores of iPhone-wielding fans turned out to see Beckham do a photo call in London’s Selfridges’ beauty hall, in honor of the collection’s launch at the store. Before that, she’d launched a pop-up on the second floor, which carries her ready-to-wear and the makeup collection.

During an interview ahead of the appearances, Beckham mused on what she thinks has made the collection popular so far. According to Beckham’s own e-commerce site, the collection sold out by 9 a.m. on Sept. 13, the day of its launch, in the U.K., EU, Hong Kong and Singapore, before being replenished Sept. 16. And after launching on victoriabeckham.com in the U.S. on Sept. 16, the stock had sold out within 12 hours, the brand said.

Beckham believes the appeal lies in her “honest” approach to the collection. “This is makeup that I wear, I wear this every single day,” she said. “And I think that the customer believes that and appreciates the truth and the honesty. I’m not trying to be anybody else, I’m not trying to copy what anybody else is doing — there is nothing out there like this.”

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Among the bestsellers in the collection are the Morning Aura Illuminating Crème, the Highlighter in Modern Mercury, lipstick in Brazilian Nude, lip gloss in Moroccan Heat and Eye Kajal in Black Saffron/Vanille. Stephanie Sherman, vice president general manager at Estée Lauder & Aerin, said in London in particular, customers have responded to the “glow” giving products, such as the Modern Mercury highlighter, and the nude lip colors. Another top seller in London, she said, is the Light Box, a sleek box filled with products from the line that has a removable lighted mirror, creating the ideal lighting for applying makeup.

Sherman noted that the collection has proved equally appealing to a global customer. “I think [Beckham’s] reach has definitely brought new consumers [to Estée Lauder]. We’re definitely seeing a lot of Southeast Asian consumers, and Middle Eastern consumers — we’ve just seen incredible diversity,” said Sherman. “All women respond to it and can find something in this capsule collection.”

Beckham said both her own brand and Estée Lauder have seen a spike in sales since the collection’s launch. Esteé Lauder’s online business has seen “triple-digit growth” since the introduction, she said, with Lauder’s main collection business at Selfridges seeing double-digit growth during the launch of Beckham’s line. As reported, the victoriabeckham.com site saw a 400 percent rise in traffic on its launch, while conversion rates on the site rose 735 percent during the week, compared to the same week last year.

The designer said she’s also been appreciating “meeting a new customer” over the past few weeks. “I think my customers are buying Estée Lauder, I think that Estée Lauder customers are buying me — I think the marriage of the two brands is really something very, very special,” said Beckham.

Chris Good, president of the Estée Lauder Companies U.K. and Ireland, added that it had been a “seamless” collaboration. “I think it’s demonstrated in the end product, in terms of the product lineup, the quality of the product, the imagery, and now in the phenomenal results as well,” he said.

The collection appeals across ages, too, Beckham noted. “My mum is wearing this makeup, my 17-year-old niece is wearing this makeup,” she said. “We had the young, cool models [at the Victoria Beckham spring ready-to-wear show] wearing this.”

Beckham also feels that her collection has dovetailed with a renewed interest in makeup, especially with the need to be perennially “photo ready” in a digital age. “The young, cool girls want to wear makeup again. For quite a long time, I don’t think that has necessarily been the case — they’ve gone for the more pared-down look. But actually, it’s really cool to do a very bold eye, which I think is exciting for beauty, and feels very new and very fresh,” said Beckham.

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