About 120 objects — equivalent to fragrances, lotions and physique merchandise — from the Victoria’s Secret Beauty and Pink magnificence manufacturers can be found within the e-commerce big’s Victoria’s Secret storefront, the most recent in Victoria’s Secret & Co.’s transformation technique and makes an attempt to succeed in extra consumers.
“Through customer feedback and research, we’ve heard consumers want to purchase VS Beauty in Amazon’s store and already search for the product on the site,” stated Greg Unis, chief government officer of Victoria’s Secret Beauty. “This is a natural channel extension for us to continue growing our beauty business and meet customers where they are with the products they love.”
The partnership with Amazon additionally marks the primary time Victoria’s Secret & Co. — which incorporates the Victoria’s Secret Lingerie, Victoria’s Secret Beauty and Pink manufacturers — has gone into wholesale by the use of a web-based market.
“We’re excited to give our customers a convenient way to shop their favorite Victoria’s Secret and Pink beauty products,” stated Carla Vernón, Amazon vp of consumables classes.
In the meantime, Victoria’s Secret & Co. has been making strikes because it landed on the public market last August. Earlier this week, Victoria’s Secret Beauty revealed Camila Cabello would appear within the model’s first bilingual, English-Spanish marketing campaign.
The retailer additionally launched its newest brand, Happy Nation, for tweens; acquired a minority stake in Frankies Bikinis, hoping to achieve a bigger share of the fast-growing swimwear market; updated its store fleet, and employed a various line-up of ambassadors, equivalent to “Never Have I Ever” star Darren Barnet, plus-size TikTok star Remi Bader, Emira D’Spain, the first Black transgender woman to characterize the lingerie model, and Sofía Jirau, the primary mannequin with Down Syndrome to work with Victoria’s Secret.
The large makeover has been an try to curb income losses, which had been fueled by altering client preferences, the #MeToo motion and backlash over Victoria’s Secret’s unattainable magnificence requirements. And up to now it’s working. Final yr, whole firm revenues surpassed $6.78 billion, a 25 % improve from roughly $5.4 billion in 2020’s fiscal yr.
Shares of Victoria’s Secret & Co. are up about 14 % since July 2021.