NEW YORK — Victoria’s Secret Beauty is expecting a new addition to its Very Sexy family.
This story first appeared in the November 14, 2003 issue of WWD. Subscribe Today.
The newest member, Very Sexy for Her 2, will round out the Very Sexy fragrance portfolio in March.
So why launch another fragrance under the Very Sexy megabrand? “The Very Sexy sub-brand attracts a broad array of people just with the name and the position,” said Robin Burns, president and chief executive officer of The Limited’s Intimate Beauty Corp. and its Aura Science and Victoria’s Secret Beauty divisions. “Once you attract them with that, giving them a choice of fragrances is beneficial.” Burns explained that when a customer walks by the store, with multiple Very Sexy fragrance options, she will get “two shots” at the customer “instead of just one.”
The Very Sexy for Her 2 women’s fragrance will arrive on the heels of the new Very Sexy for Him 2 men’s scent that launched last month. Industry sources estimate the men’s and women’s scents added together could generate $50 million to $100 million in sales the first year. The original Very Sexy for Her and Him masterbrand is now doing close to $100 million combined, sources said.
In an effort to leverage the high-traffic post-Christmas period, the women’s scent is slated to preview Dec. 26, when it will be available for one week before the Victoria’s Secret semiannual sale. It also will return to stores again for a two-week preview at the beginning of February in time for Valentine’s Day. Sherry Baker, executive vice president, chief marketing officer at VSB, noted that Very Sexy for Her 2 will have its full-blown launch in March, complete with windows and front-of-store displays devoted to the scent.
Support for Very Sexy for Her 2 will include more than four million scent strips in the Victoria’s Secret Valentine’s Day catalogue, as well as packaging inserts and announcement cards. 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 ad for Very Sexy for Her 2, shot by Russell James, features a lingerie-clad Gisele Bündchen standing on a furry white carpet and leaning against a couch.
Burns explained that the launch of Very Sexy for Him 2 gives male shoppers a choice that didn’t exist in the store before. “We purposely created the scents to be very different, from an olfactory point of view.” She also pointed out that the “color blocking significantly differentiates one from the other.”
Very Sexy for Him, an “aromatic, fresh” scent comes in a dark blue bottle and Very Sexy for Him 2 is an “aromatic, fougère-fresh” scent and its bottle is light blue. Very Sexy for Her, a “fruity floriental,” is contained in a red bottle. Now, Very Sexy for Her 2, which comes in a pink bottle with an asymmetrical silver cap, adds a “fruity chypre” scent to the portfolio. Firmenich gave Very Sexy for Her 2 top notes of blackberry, freesia, peony and casablanca lily and a dry down of skin suede, white patchouli and black plum.
The five-item line contains a 0.5-oz. purse spray priced at $25, a 1-oz. eau de parfum spray for $35, a 2.5-oz. eau de parfum spray for $45, a body lotion for $20 and a body wash for $15.
In addition to the new fragrance, the company also has geared up for holiday and expects to achieve double-digit increases over last year. Burns noted that a new store design, inspired by that of the Herald Square store, where beauty is front and center on the main floor, will “roll out to stores by next fall because it’s been so successful.”
Industry sources estimate that beauty sales for Victoria’s Secret Beauty in the Herald Square store might reach as much as $8 million for 2003.