This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.
For the first time in its history, Victoria’s Secret the iconic lingerie brand, partners with a retailer to bring its beauty products to the consumer . The chosen store is nothing less than Amazon where more than 120 branded products are already available, including perfumes, creams, lotions and scrubs. Greg United CEO of Victoria’s Secret Beauty Division, explained, “Through research and customer feedback, we’ve heard that consumers want to buy Victoria’s Secret Beauty (products) in the Amazon store. This is a natural channel extension that allows us to continue to grow our beauty business and reach customers where the products they love are.”
Victoria’s Secret’s shift in strategy follows a trend in which well-established brands that previously only sold directly through their stores or websites are beginning to use stores such as Target, Nordstorm or Amazon to reach their potential customers. .
Victoria’s Secret chose to start this stage by offering beauty products (not lingerie) because of the simplicity involved, since beauty products do not come in different sizes.
As Unis explained in a statement, consumers have already entered Amazon looking for Victoria’s Secret products only to find products from other brands. Products of Victoria’s Secret and PINK Beauty are now available for purchase, including Bombshell, Tease, Cool & Bright, Love and Heavenly fragrances.
In August 2021, Victoria’s Secret spun off Bath and body care and seeks to reach potential customers through previously unused channels. According to an internal company report, sales of Victoria’s Secret and PINK beauty products totaled $900 million in fiscal year 2021. The company is betting on increasing that number with its presence on Amazon, where she already has her own section.