AGENCY
In-house
TAGLINE
This fragrance becomes you
CAMPAIGN
Stores / Digital / Social / OOH
A fragrance debut that marked a turning point for Victoria’s Secret Beauty—fresh, adaptive, and nothing like what came before.
We built recall and credibility through visually rich creative, diverse storytelling, and a nod to Bare’s upcycled components—capturing not just the scent, but the feeling of it.
The global launch spanned 8 flagship stores, 5 digital platforms, and PR exclusives with top outlets.
And for the first time ever, a Victoria’s Secret Beauty billboard lit up NYC and LA.
The Results
Bare’s first full-season launch drove $22M in sales, accounting for 10% of total Beauty revenue that quarter. Engraving events boosted conversion, with every flagship beating its launch-week sales plans.
Launch & Influencer Content
In-Store Bottle Engraving
To spark buzz during launch week, eight flagship stores hosted 2-day engraving events on a $20K budget. Local engravers personalized bottles on-site and amplified the experience through their own social channels.
