The Victoria Beckham Estée Lauder collection is already generating strong sales.
Beckham’s 15 stockkeeping unit range, which hit esteelauder.com, victoriabeckham.com and Bergdorf Goodman in-store and online Tuesday (it was the exclusive U.S. retail partner at launch) had an impressive first 24 hours: Beckham’s e-commerce site that services the U.K., Europe, Hong Kong and Singapore was sold out by 9 a.m., Lauder reported an uptick in e-commerce sales from the line and hundreds of consumers and fans came to the specialty retailer to meet Beckham and buy into her brand of beauty.
During an interview Tuesday afternoon before greeting a group of Bergdorf Goodman VIPs, Beckham said she woke up to a flurry of e-mails congratulating her on the project.
“I feel quite overwhelmed,” she said.
The designer has had a whirlwind three days in New York: her spring fashion show was Sunday morning, she cohosted a brunch later with Estée Lauder to foreshadow the launch of the Victoria Beckham Estée Lauder Collection and on Tuesday she unveiled the range for Bergdorf Goodman’s best customers, followed by an appearance in the midst of jam-packed audience on Bergdorf’s beauty floor.
“We could not have gotten off to a better start,” she continued, emphasizing that hopefully, this limited-edition effort is only the beginning of what could be an all-encompassing, permanent beauty collection.
Estée Lauder confirmed that traffic to its U.S. site at esteelauder.com more than doubled Tuesday. Within 36 hours, there was an 80 percent sell-through rate of the entire collection, with six products sold out. Lauder’s U.K. site experienced a traffic increase of 500 percent.
According to Elizabeth von der Goltz, Bergdorf’s senior vice president, general merchandising manager of Fine Apparel, Designer Sportswear, 5F Contemporary, Jewelry and Beauty, 1,000 units were sold in the first 24 hours, including all 21 of the $1,200 light boxes.
Close to 500 people flocked to meet Beckham at the retailer’s beauty level, von der Goltz said, where bestsellers were the Modern Mercury highlighter, $65, and the Eye Metals Eyeshadow in Bitter Clove, $45.
Traffic to victoriabeckham.com the morning of launch was up more than 400 percent. Beckham’s U.S. e-commerce site still has the collection for preorder, but her camp confirmed that about 70 percent has sold through and several items have already sold out: the limited edition $1,200 Victoria Beckham Collection Daylight Edition, a light box with a removable lighted mirror and eight products; the Eye Metals Eyeshadow in Bitter Clove, and the $65 Java Sun matte bronzer. The light box (only 400 were made) also sold out in Beckham’s Dover Street store in London on Tuesday (on Friday she will make an appearance at her boutique to officially launch the line).
The collection has already hit eBay, with sold out items such as the Modern Mercury highlighter already going for $125 (the retail price is $65). The $95 Eye Palette is listed at $150 for starting bids, with a Buy it Now price of $300 (even though it still hasn’t sold out at esteelauder.com).
Social media has been instrumental from early on, which was originally how Beckham revealed the collaboration last April. She’s continued to use Instagram to promote the debut of the collection — as has Lauder and Bergdorf Goodman — but Beckham’s 12.3 million Instagram followers no doubt have the farthest reach. A post from Tuesday inviting customers to Bergdorf’s launch received 122,070 likes and a photo of her and Leonard Lauder, chairman emeritus of the Estée Lauder Cos. Inc., at the downstairs appearance garnered nearly 125,000 likes.
While Beckham’s initial offerings are what she called “the key must-have pieces for your makeup bag,” Beckham has big plans. She wants to do mascara, eyebrow pencils, nail polish and “go deeper” into existing products in the line with additional eyeliner colors, more lipsticks and lip liners and added lip stains, too.
Skin care is something she also wants to explore further. Her collection has one skin-care item — Morning Aura — which is a moisturizer and primer hybrid with a radiant finish. According to Beckham, when applied after an 11-hour flight from London to L.A., it leaves her skin “glowy, youthful” and lifts and tightens. Even her husband David Beckham uses it, “so guys like this as well.”
She cited a recent event at her store in London, where key makeup looks created from her line were highlighted. The packaging, she explained, mirrors what she’s doing in fashion.
“The hardware on my handbags is this blonde gold,” she said, picking up one of compacts to show the blonde gold border on it. “The chains [on my bags] are this blonde gold [also]. It feels natural.”
Selfridges agrees. On Sept. 20, Beckham will be on hand for the reveal of her beauty pop-up shop at the U.K.-based retailer, which will merchandise her beauty offerings alongside her fashion collection for six weeks. She will also host a VIP customer event followed by a PA.
She maintained that since the first meeting with the Lauder team in the spring of 2015, she had a clear vision of what she wanted. Beckham has been collecting makeup in “bits and bobs” for years.
“Yes, the product is fantastic and speaks for itself, but also, I do wear makeup. I’m a real person, I’m not a supermodel,” Beckham said.