Bombshell
In 2020-2021, I had the privilege of reimagining Victoria’s Secret Bombshell—bringing the look and tone of the fragrance into
the present, and positioning it for a more relevant future
with a new bottle and package, plus the global
“There’s a Bombshell in Everyone” campaign.
This reinvention resulted in 5% growth for the 10-year-old collection, and cemented its position as America’s No. 1 Fragrance.
In a shareholder’s meeting discussing the ongoing evolution of Victoria’s Secret branding, VS&Co. ceo Martin Waters lauded
the campaign as the company’s first step in showing the
customer the new face, and future, of the brand.
the story
Bombshells inspire.
Bombshells make change.
And Bombshell should change right along with them.
The campaign is an ongoing evolution
that captures the (r)evolution.
More than just a showcase of Bombshells we admire,
the campaign is a conversation.
A conversation about individuality, about acceptance…
about the power of SELF LOVE.
There’s a Bombshell in every woman.
And each one gets to decide what being a Bombshell means to her.
At the core, the campaign is a conversation about
what it means to be totally, unapologetically YOU.
