Victoria's Secret: Fragrance Focus For A New Era

Victoria's Secret has expanded its product range over the years, moving beyond apparel and into the toiletries and fragrance business. The company first ventured into the perfume market in the late 1980s, and in 1991, it introduced its own line of fragrances. This was followed by its entry into the cosmetics market in 1998. Today, Victoria's Secret offers a range of perfumes and eau de parfums for women, including popular fragrances such as Bombshell, Bare Vanilla, and Very Sexy. The company has also developed colognes for men.

Victoria's Secret's expansion into toiletries and fragrances

Victoria's Secret has expanded into toiletries and fragrances. In 1991, the company introduced its own line of fragrances, and in 1998, it entered the billion-dollar cosmetics market. Victoria's Secret has since expanded its fragrance and cosmetics offerings, including a line of botanical-themed body care products, some of which remain for sale today, such as Pear Glace. The company has also developed a bold line of Very Sexy fragrances, as well as natural and fresh Bare fragrances, and the sultry Tease perfume.

The expansion into toiletries and fragrances was part of Victoria's Secret's broader growth strategy in the 1990s, which included the introduction of the 'Miracle Bra' in 1993, selling two million within the first year, and the development of the new brand Body by Victoria. During this time, the company also expanded throughout shopping malls and began its international expansion in 2008, with retail outlets in international airports, franchises in major cities overseas, and company-owned stores throughout Canada and the UK.

The Victoria's Secret Fashion Show, which ran from 1995 to 2018, also contributed to the company's growth and brand image, featuring an annual runway spectacle of models promoted as fantasy Angels. In 2002, Victoria's Secret announced the launch of PINK, a brand aimed at teenagers and young women.

The introduction of the 'Miracle Bra'

Victoria's Secret has moved towards fragrances, introducing its own line in 1991 and entering the billion-dollar cosmetics market in 1998. The company also expanded into toiletries and body care products, with some of these products still available today.

The introduction of the Miracle Bra

The Miracle Bra was introduced by Victoria's Secret in 1993, selling two million within the first year. The bra was launched with television advertisements to maintain visibility for the product. The U.S. print and billboard advertising showed models wearing only the bra, with slogans such as "who cares if it's a bad hair day" and "look me in the eyes and tell me that you love me". The bra was similar in design to the push-up Wonderbra model, which gained worldwide prominence in the 1990s. The Wonderbra name was first trademarked in the U.S. in 1955, but the brand was developed in Canada. By the 1960s, the Canadian Lady brand had become known for its plunge push-up bra, which was virtually identical to today's Wonderbra.

The development of the Body by Victoria brand

Victoria's Secret has become one of the most successful brands in the world, with a killer knowledge of its target audience and impeccable brand development. In the 1990s, the company expanded throughout shopping malls and introduced the 'miracle bra', the new brand Body by Victoria, and a line of fragrances and cosmetics.

In 1998, Victoria's Secret's market share of the intimate apparel market was 14%, and the company also entered the $3.5 billion cosmetic market. The following year, in 1999, the company added the Body by Victoria line. The catalogue achieved an almost cult-like following.

In May 2000, Cynthia Fedus-Fields stepped down as CEO after delivering record profits in 1999 and early 2000. Fedus-Fields later claimed that, up until the time of her departure, the company had acted in accordance with the sensibilities of what a European woman would choose to wear. After her departure in 2000, the brand pursued an image that was "much more blatantly sexy".

The launch of the PINK brand

Victoria's Secret has been selling fragrances since the 1990s. In 1991, the company introduced its own line of fragrances and in 1998 it entered the cosmetics market. In 2002, Victoria's Secret announced the launch of PINK, a brand aimed at teenagers and young women. The PINK brand is likely to have contributed to the company's expansion into the fragrance market, as it offered a range of products targeted at a younger demographic. The brand's expansion into fragrances and cosmetics was accompanied by the introduction of the 'miracle bra' and the new brand Body by Victoria. From 1995 to 2018, the Victoria's Secret Fashion Show was a major part of the brand's image, featuring an annual runway spectacle of models promoted by the company as fantasy Angels. The company's growth was also driven by its catalog, sporadic ads in fashion magazines, and word of mouth. In addition to its line of fragrances for women, Victoria's Secret offers a bold line of Very Sexy fragrances, including a cologne for men. The company also has a successful line of botanical-themed body care products, some of which remain for sale today, such as Pear Glace.

Victoria's Secret's international expansion

Victoria's Secret has been expanding internationally, with a focus on China and Italy. In 2017, the lingerie-maker opened its first flagship store in Shanghai, China, with a second store in Chengdu opening the following day. The company also announced plans to open a store in Beijing later that year.

In 2018, Victoria's Secret confirmed it would be expanding into Italy, with a flagship store in Milan, followed by a store in Rome. The brand already operates Beauty & Accessories doors in the country, including units in Milan, Arese, Carugate, and at the Bergamo-Orio al Serio airport, which sell a selection of beauty products, leather goods, and lingerie under the Pink label.

The international expansion of Victoria's Secret has been a notable step forward for the company, with the Chinese market, in particular, offering significant growth opportunities. The three stores in China alone were expected to generate $150 million in annual sales for the $7.78 billion brand.

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