Victoria's Secret Goes from Pink to Green

2009-02-06 | 07:35

New natural line debuts this Spring.

Victoria's Secret hopes going green turns into some greenbacks. Despite the economic slowdown, the company will roll out a line of natural products this Spring in an effort to boost sales in one of the hottest categories.

The beauty and lingerie retailer is expanding its  Pink  fragrance business into the bath and body category. The new line, aimed at 18 to 22 year olds, includes organic and vegan ingredients, natural formulas and eco-friendly packaging.

The line includes three collections — Energizing for oily skin, Nourishing for dry skin and Soothing for sensitive skin, each with an 11.8-oz. body wash for $10 and an 11.8-oz. body lotion for $12. The Energizing group adds Sugar Scrub, $12 for 8.4 oz.; Nourishing also includes a shave cream, $10 for 6.7 oz., and Soothing adds a hand cream, $8 for 2.5 oz.

The collection uses post-consumer recycled packaging with removable labels intended to make recycling easier. The formulas are free of. parabens and phthalates and are all lightly scented with a citrus blend.

To reach its target market, Victoria's Secret will rely on an intensive sampling campaign and extensive online viral marketing, including outreach via YouTube and Facebook. An e-mail blast to 3 million consumers, as well as a $10 purchase-with-purchase Pink cosmetics bag with samples of the lotion, body wash, refreshing spray and lip balm are part of the plan.