You can be on Entrepreneur’s cover!

Victoria's Secret launches store for its beauty products on Amazon The iconic brand, which previously only sold directly through its stores or e-commerce platform, is exploring new options to reach its potential consumers.

By Entrepreneur Staff

entrepreneur daily

This article was translated from our Spanish edition.

SOPA Images | Getty Images

For the first time in its history, Victoria's Secret , the iconic lingerie brand, is teaming up with a retailer to bring its beauty products to the consumer . The chosen store is nothing less than Amazon where more than 120 brand products are already available, including perfumes, creams, lotions and exfoliators. Greg Unis , 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 so we can continue to grow our beauty business and reach customers where the products they love are."

The change in Victoria's Secret strategy is in line with a trend in which well-established brands that previously only sold directly in their stores or websites are beginning to use stores such as Target, Nordstorm or Amazon to reach their potential customers. .

Victoria's Secret has chosen to start this stage by offering beauty products (and not lingerie) because of the simplicity that it implies, since beauty products do not come in different sizes.

As Unis explained in a statement , the consumer already entered Amazon looking for Victoria's Secret merchandise only to find products from other brands. Products from 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 has spun off Bath & Body Works and is looking 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 during fiscal year 2021. The company is betting on increasing this number with its presence on Amazon, where it already has its own section .
Entrepreneur Staff

Entrepreneur Staff

Editor

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business News

From Tom Brady to Kevin O'Leary – See Who Lost Big in the Wake of the FTX Crypto Collapse

The crash exposed an $8 billion hole in FTX's accounts, leaving investors and customers scrambling to recoup their funds.

Business News

This Highly-Debated Piece of Cinematic History Just Sold For Over $700,000 at Auction

The wood panel from "Titanic" is often mistaken as a door. Either way, he couldn't have fit. (Sorry.)

Fundraising

Avoid These 9 Pitch Deck Mistakes When Asking Others For Money

Crafting an efficient pitch deck requires serious effort, but at least it's not wandering in the dark since certain rules are shaped by decades of relationships between startups and investors.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.