Cast
Abrielle Stedman
Cali Rand
Celeste Romero
Courtney Coll
Gabrielle Richardson
Izzy Adams
Jeneil Williams
May Hong
Noni Cygnor
Synmia Rosine
Credits
Photography/Film: Zoë Ghertner
BTS: Pat Fenelon
Director: Jackie Bao
Styling: Camilla Nickerson
Hair: Jawara
Makeup: Fara Homidi
Manicurist: Dawn Sterling
Set Designer: Spencer Vroomnan
Production: AP Studios
AVP, Creative Director: Tracy Deleu
Creative Director, Copy: Victoria Probert
Copy Manager: Elena Hart
Product Copy Manager: Rachel Walgrove
Design: Lauryn Koehler + Meagan Frame + Yushin Kato + Gillian Wach + Flora Feng
Marketing: Jill Smith + Megan Gustashaw + Savannah Mattox + Michelle Contreras
Website Launch
The Campaign
Bare Eau de Parfum is a first-to-market adaptable fragrance that reveals and enhances the scent of each individual who wears it. To build customer recall and credibility for Victoria’s Secret Beauty within the fine fragrance category, the team leaned on visually rich artistry and authentically diverse storytelling to emphasize the feeling of Bare, as well as the up-cycled components of the product. To mark the launch, 8 flagship Victoria’s Secret locations hosted in-store experiential bottle engraving to increase customer foot traffic in-store. The synchronized global launch also deployed campaign assets across Facebook/Instagram, TikTok, display units, YouTube, and Snapchat. The VSB marketing team navigated PR exclusives with top fashion & beauty outlets and was even able to land the first-ever billboard for Victoria’s Secret’s Beauty category, with signage showing up across New York City and Los Angeles.
The Results
During Bare Eau de Parfum’s first full-season launch, the fragrance drove $22 million in sales, contributing to 10% of the entire Victoria’s Secret Beauty sales revenue for the fiscal quarter. Each participating bottle engraving store beat its sales plan for launch week, with significant incremental conversion as a result of the experiential engraving events.
Influencer Content
In-Store Bottle Engraving
To drive buzz and excitement during the launch week of Bare Eau de Parfum, customers were offered complementary bottle engravings with a purchase of the fragrance. With a budget of $20k, eight flagship Victoria’s Secret stores participated in 2-day engraving events. The team sourced local engravers at each location, all of whom helped promote the events on their own personal social media accounts.
