Victoria’s Secret is getting into the house perfume market.
Constructing off of its profitable perfume line and the broader perfume increase, the lingerie retailer will launch a group of candles, room sprays, liquid hand soaps, diffuser reeds and air fresheners.
Amy Kocourek, president of magnificence for Victoria’s Secret and Pink, mentioned: “Provided that our power is de facto perfume, it’s a pure subsequent step for us to convey that scent into her dwelling, plus our prospects have been asking for it.”
Working with perfume homes Givaudan and Robertet, the Victoria’s Secret dwelling perfume assortment options 9 scents equivalent to Rose Bohemia, Purple Currant, All Dressed Up, Love Stoned and That Paris Lodge.
The Rose Bohemia assortment
James T. Murray
“Every one in every of them has a really distinctive identify to attempt to conjure up both pictures or reminiscences. It’s actually the scent, the identify and all of the imagery on the carton that actually provides the particular person a sense of I’m in a Paris lodge so we’re actually happy with that,” continued Kocourek, who joined the retailer round 5 months in the past from Kendra Scott.
Her hiring was one in every of three key appointments by Hillary Tremendous, who left Savage x Fenty to develop into chief govt officer of Victoria’s Secret & Co. in September 2024.
Earlier this yr, Tremendous laid out her Path to Potential strategic imaginative and prescient for Victoria’s Secret, which has the corporate recommitting to the Pink model, reasserting its authority in bras, rising the wonder, sport and swim companies and updating its go-to-market strategy.
Magnificence is a core driver of progress for Victoria’s Secret, with eight consecutive quarters of class enlargement.
It ranked thirty third in WWD Magnificence Inc’s Prime 100 Magnificence Firms checklist, with magnificence gross sales estimated to be round $1.4 billion in 2024.
In its most up-to-date monetary quarter ended Aug. 2, the retailer beat Wall Road expectations in addition to its personal by reporting web gross sales of $1.46 billion.
Talking to analysts throughout an earnings name, Tremendous, mentioned: “Now we have a powerhouse magnificence enterprise, representing roughly $1 billion of gross sales domestically and approaching $2 billion at retail globally….We see a big alternative in magnificence, which is a a lot bigger market than intimates….We have already got gained actual traction, and with a newly employed model president in place, together with expanded advertising assets, we’re poised to proceed to construct on our momentum.”
On getting into different new magnificence classes, Kocourek informed WWD that it’s seemingly sooner or later, however not this yr and that they are going to be very considerate about which classes they enter.
“We don’t wish to going after class after class. We’re firmly planted, and our core power is perfume. So any new class that we enter into will probably be a class that holds perfume. There’s heaps and many classes, as you already know, that we might get into,” she mentioned. “The opposite factor is that as we take into consideration new classes for Victoria’s Secret, specifically, we at all times wish to take into consideration what are the important thing iconic issues round Victoria’s Secret, the Angels, the style present, the glamorous, the horny. Magnificence is such an effective way to specific all of these issues.”
