Victoria Beckham is doubling down on experiences to promote her fragrances.
Weeks after launching her newest perfume — Jérôme Epinette-nosed 21:50 Rêverie — at her spring 2025 runway present in Paris, the multihyphenate’s magnificence model is kicking off a pop-up in New York on Thursday.
The three-room set up on New York’s Chelsea Highline will embrace a larger-than-life sculpture of the product’s bottle, marketing campaign imagery lensed by Steven Klein, samples and Beckham’s personal narration of the story behind the perfume, which began in Java, Indonesia, at dinner along with her husband David 20 years in the past.
It’ll run for eight days. The advantages for the enterprise, executives mentioned, had been myriad.
“We see perfume as being this pillar of the enterprise mannequin, but additionally an enormous pillar of the model,” mentioned Katia Beauchamp, Victoria Beckham Magnificence’s chief govt officer, who mentioned the class was the model’s greatest poised to precise Beckham’s viewpoint on style and magnificence. “Perfume is that this hyperlink between being born as a style home, after which coming into magnificence.
“It’s highly effective to have the ability to carry [consumers] in with a really luxurious merchandise,” Beauchamp continued. “We take that belief very severely, and seeing that the penetration is holding so excessive, is indicative of the model’s potential.”
Because the perfume’s launch in September, it’s the prime vendor in Beckham’s perfume portfolio.
“We anticipated that primarily based on the scent profile,” which is rooted in vanilla, tonka bean and cedarwood, mentioned Lauren Edelman, Victoria Beckham Magnificence’s chief advertising and marketing officer. “But it surely’s surprisingly massive when it comes to efficiency. We’re very glad to see these early outcomes.”
The activation additionally brings customers the possibility to expertise the perfume in actual life. Victoria Beckham Magnificence’s footprint is basically digital. Within the U.Ok., it not too long ago expanded at Selfridges.
“We spend plenty of time and vitality understanding how one can carry classes to life which can be tough to promote on-line. This funding was as a result of we wished extra real-life interplay as a complement to all the pieces else we’ve achieved. From shopper analysis I’ve achieved on the model, there’s an actual distinction for individuals after they expertise and contact the product. This a journey for individuals to go from understanding in regards to the model, to experiencing it,” Edelman mentioned.
The model anticipates roughly 20,000 individuals to cross by way of the set up per day, although the social media push is designed to beckon potential consumers past New York.
“We’ll even be measuring natural and direct web site site visitors — how many individuals noticed it, or noticed it on a pal’s Instagram, and determined they had been . These are individuals who go from barely conscious to engaged. Gross sales conversion is extra of a 30-, 60- or 90-day journey,” Edelman mentioned. “That is the primary consumer-facing model occasion at this scale. We do loads in Europe, however by no means in a significant U.S. market. I wished individuals to come back, see the perfume and expertise it for themselves.”