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 up-cycled 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.

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.

The Results

Bare’s first full-season launch drove $22M in sales, accounting for 10% of total Victoria’s Secret Beauty revenue for the quarter. Engraving events boosted conversion, with every flagship beating its launch-week sales plans.