Victoria’s Secret Beauty has a latest fragrance, its first in five years.
The wonder brand — which is owned by parent company Victoria’s Secret & Co. — on Tuesday will release “Bare Eau de Parfum,” a partnership with international perfume school Symrise.
“Throughout our transformation, we’ve been focused on listening to customers and saw a singular need out there for a fragrance that enhances women of all backgrounds and lifestyles,” Kristen Lagoa, vp of merchandising, beauty and accessories at Victoria’s Secret, told WWD. “This one-of-a-kind fragrance delivers on our mission to have fun all women by adapting to all and sundry’s body chemistry to create a scent unique to them.
“We began having conversations as a team: if we were to capture the brand in a bottle today what would we provide you with? And that’s how Bare was born,” she continued. “This launch of this fragrance was a natural extension of our mission to uplift and champion all women. This latest fragrance pillar honors the facility of individuality and evolves into something beautiful with everyone. It’s about celebrating radical authenticity and represents a more subtle side of sexy that each woman can relate to.”
Julianne Pruett, vp of advantageous fragrance, North America, at Symrise added: “Bare is unlike every other fragrance in the way it takes the thought of a signature scent to a complete latest level. Our exclusive Real You Accord — a proprietary mix of adaptive musks, developed along side the [nonprofit, independent scientific research center] Monell Institute — amplifies the wearer’s unique scent, like a manifestation of their authentic self.”
Lagoa said it took Victoria’s Secret roughly two years to create Bare.
“Selecting a fragrance is an especially personal experience, so we took our time developing a scent that may very well be each relatable and unique to everyone who wears it,” she explained. “While Bombshell and Tease [fragrances] are still very much our brand and we’re very pleased with them, our brand is dynamic, our customer is dynamic and there was a complete other side we were missing. Bare is our most intimate experience, it’s a few quiet confidence that comes from knowing and being your true authentic self.”
The brand new fragrance is within the woody floral fragrance family and is produced from “upcycled materials and responsibly sourced ingredients,” in response to Pruett, in addition to a mix of musks, reminiscent of mandarins from Madagascar, Egyptian violet petals and Australian sandalwood.
“When creating this fragrance, we desired to craft something completely different — something that unveils the signature scent everyone seems to be searching for,” Nathalie Benareau and Carlos Vinals, master perfumers at Symrise who helped create Bare, said in a joint statement. “Comforting yet fascinating, soft yet sensual. The thought was to intensify the natural great thing about the wearer without covering up their unique scent and individuality.”
The Bare collection includes parfums, mists, lotions and body creams and ranges in price from $15 to $79.95.
Pruett added that the brand new fragrance also used cryptosystem technology.
“Actually, Bare is first-to-market with this fragrance encryption technology that protects the uniquely crafted fragrance and its proprietary ingredients, ensuring Bare will remain a trade secret to Victoria’s Secret,” she said.
The ladies-led Bare campaign was shot by Zoe Ghertner and styled by Camilla Nickerson, and features a diverse solid of girls, including models, actors, musicians, gardeners and wellness entrepreneurs.
Lagoa said beauty stays one among Victoria’s Secret’s fast-growing categories. However the launch of Bare is parent Victoria’s Secret & Co.’s — which also includes the Lingerie and Pink brands — latest transformation efforts to win back market share and grow revenues.
In April, Victoria’s Secret Beauty launched a multilanguage campaign — its first ever — featuring Grammy-nominated singer and songwriter Camila Cabello. That very same month, Victoria’s Secret Beauty launched on Amazon, the brand’s first time selling wholesale by the use of a web based marketplace.
“[Bare] is the most recent step in our growing Beauty business,” Lagoa said. “Bare goes to stay in focus for us for the remainder of the 12 months, as we wish to sustain that excitement to assist Bare cultivate a following, identical to now we have for Very Sexy, Tease, Heavenly and, in fact, Bombshell.
“Our focus is on continuing to deliver products that may uplift and champion women on their personal journeys,” she added. “Bare Eau de Parfum is the most recent point of interest of our exploration into crafting more personalized experiences for our customers. We would like women to feel undeniably confident after they wear Bare and that confidence starts with unlocking and enhancing what’s already there. That’s what this launch delivers on, celebrating authenticity in its most natural form.”
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