Bare
Victoria’s Secret has been evolving its positioning and projection to better reflect today’s customer.
The beauty team was charged to carve out
a new fragrance pillar to bring the VS brand
into the future.
In response to this challenge, I created the concept and positioning for the disruptive new
Bare fragrance. A celebration of radical authenticity, the launch was a huge success.
Bare is the currently the number-one fragrance
for VS, with a launch that beat expectations
by over 30%. In addition, Victoria’s Secret ceo,
Amy Hauk, frequently refers to the Bare concept
as a north star for how to evolve the VS brand
on the whole.
the story
Radiant and optimistic.
Authentic, real, true.
The comfort and calm of
being happy exactly where you are
Reveal your self.
Reveal your signature.
This soft, warm scent has a secret ingredient: You.
Bare is infused with a proprietary blend
of musks that transforms on skin to create
a signature that’s uniquely yours.
