Event Coverage Sponsored by
“Victoria’s Secret is a $5 billion brand and the Victoria’s Secret beauty business is a $1 billion brand,” said Beauchamp.
Body care and fragrance are the biggest parts of the beauty brand, selling more than 68 million products annually, which has successfully launched fragrances and a makeup line in concert with its lingerie and apparel products.
“We are truly a masstige brand and accessible to young consumers,” said Beauchamp, noting that many younger customers are part of the company’s broad demographic. The company and brand appeals through aspirational positioning on an increasingly strong domestic footprint.
Beauchamp noted that much of Victoria’s Secret’s traffic is driven to beauty by an extension of its interest in lingerie, and the company, therefore, manages its beauty business like a fashion initiative. “Our risk profile for beauty resembles our lingerie business,” said Beauchamp. “We always want to be on the tasteful edge of sexy when creating products.”