Annual Victoria’s Secret show drives demand for brand's fragrances at Superdrug
Superdrug has reported an 80% increase in sales of Victoria’s Secret fragrances as the brand prepares for its annual catwalk show.
The lingerie and cosmetics brand is hosting this year’s event in Paris and has launched a new scent to celebrate. The fragrance is named after the city and is available in an eau de parfum, rollerball, lotion and mist.
The show will be broadcast on 5 December and will feature performances from Lady Gaga, The Weeknd and Bruno Mars as well as a full-line up of models.
Social media has made the show more accessible in recent years and with the show travelling to London and Paris, has become a global event rather than just a US phenomenon.
Superdrug launched the Victoria’s Secret range of Body Mists in April 2016, with high sales reported in the summer.
Simon Comins, Commercial Director at Superdrug, said: “Celebrity linked fragrances have always been a huge seller at Superdrug but Victoria’s Secret has become one of the top five fragrance brands within just a few months of launching.
“It’s great for us to be able to offer our customers Victoria’s Secrets fragrance in the UK and give them a chance to smell like an angel.”
Superdrug is now predicting that its sales will double within a week of the show when it airs next week.