Victoria Probert
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Bare Eau de Parfum

ClientVictoria's Secret Beauty
AgencyIn-house
TaglineThis fragrance becomes you.
ChannelsStoresDigitalSocialOOHEarned

Victoria’s Secret Beauty makes fragrance personal.

For the $2 billion beauty business, Bare marked a milestone: its first eau de parfum in years. Made with upcycled ingredients and first-of-its-kind technology that adapts to body chemistry, Bare introduced a more sustainable approach to fine fragrance.

Through their own words, featured women shared what it means when something truly becomes you. Their stories anchored rich visuals and a global launch with personalized engraving at eight flagship stores, driving buzz, social amplification, and sales.

PressWWDGood Morning AmericaCosmetics BusinessGCI MagazineHarper's Bazaar Singapore, Beauty Awards 2022
A bottle of Bare Eau de Parfum held in the folds of bare skin, under the line “This fragrance becomes you.”

The campaign

Close-up of bare skin: a woman’s hands folded across her chest.
Contact sheet of nine portraits of a woman holding a Bare perfume bottle to her face and neck.
A signed handwritten note in white ink over a close-up of a bare shoulder.
Langston Hughes’s “Hold fast to dreams” handwritten in white over a close-up of open hands.
A William Blake verse handwritten in white, with a doodled sun and raindrops, over a close-up of a freckled face.
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The results

$22M
First full-season sales
10%
Of VS Beauty quarterly revenue
+118%
Above launch-week plan
432
Bottles engraved
in two days