Dive Brief:
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Victoria’s Secret and its Pink brand are both selling their beauty products on Amazon as of Friday, the company said in a press release.
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About 120 products are eligible for free Prime delivery on the Victoria’s Secret Amazon storefront, the company said.
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Strength in beauty sales drove much of the company’s 4% revenue growth in the most recent quarter, CEO Martin Waters told analysts last month, per an earnings call transcript from Seeking Alpha.
Dive Insight:
A few years ago, even when Victoria’s Secret was ignoring consumer backlash against it’s highly sexualized marketing and missing lingerie style trends, its beauty and fragrance business remained pretty steady. Meanwhile, Amazon has been a top destination for beauty consumers for a while now.
Victoria’s Secret recently tapped musician Camila Cabello to rep its best-selling Bombshell fragrance in a bilingual marketing campaign. Body care is also part of the assortment found at the company’s new DTC Happy Nation brand aimed at tweens.
The beauty category remains a draw despite record inflation, according to a recent report from First Insight. Along with caring for their pets, consumers are least likely to cut back on beauty items as they adjust their discretionary spending, the firm found.
The tie-up with Amazon announced Friday “is a natural channel extension for us to continue growing our beauty business and meet customers where they are with the products they love,” Greg Unis, the company’s chief beauty executive, said in a statement. The company heard from customers that they want to buy its beauty products from Amazon, Unis also said.
It’s the latest indication that selling directly to customers can hit a ceiling, leaving some brands, particularly larger, more established ones like Victoria’s Secret, to embrace third-party channels, including wholesale.
