Victoria Beckham is doubling down on her experience selling fragrances.
Weeks after unveiling its latest fragrance, 21:50 Rêverie by Jérôme Epinette Nasal, at its Spring 2025 runway show in Paris, the multihyphenate beauty brand will launch a pop-up in New York on Thursday.
The three-room installation at New York’s Chelsea High Line features life-size sculptures of the product’s bottles, campaign images shot by Stephen Klein, samples, and Beckham’s story behind the fragrance, which began in Java, Indonesia. Contains own narration. Twenty years ago, at dinner with my husband David.
It will be held for 8 days. Executives say the benefits for companies are myriad.
Katia Beecham, CEO of Victoria Beckham Beauty, said, “We believe fragrance is a pillar of our business model, but also a major pillar of our brand,” adding that this category is Beckham’s point of view for the brand. He said that it is the most suitable category to express the Both taste and style. “Fragrance is a link from our origins as a fashion house to our beauty.
“Being able to bring in (consumers) with very high-end products is powerful,” Beecham continued. “We take that trust very seriously and the fact that its penetration is so high shows the potential of the brand.”
Since the fragrance was launched in September, it has become the best-selling fragrance in Beckham’s fragrance portfolio.
Lauren Edelman, Victoria Beckham Beauty’s chief marketing officer, said “we predicted based on the scent profile” that the scent would be rooted in vanilla, tonka bean and cedarwood. “But it’s amazing in terms of performance. We’re very happy to see early results.”
This activation also gives consumers the opportunity to experience scents in real life. Victoria Beckham Beauty’s footprint is primarily digital. In the UK, we recently expanded to Selfridges.
“We spend a lot of time and energy understanding how to bring life to categories that are difficult to sell online. This investment complements what we’ve been doing to date. According to the consumer research I’ve done for this brand, there is a huge difference in how people feel about the brand when they experience and touch it. It’s a journey from knowing about something to experiencing it,” Edelman said.
The brand expects about 20,000 people to pass through the installation per day, but the social media push is aimed at drawing in potential shoppers outside of New York.
“We’re also going to measure the site’s organic and direct site traffic, the number of people who saw the site or saw it on a friend’s Instagram and decided they were interested. It takes people 30, 60, or 90 days to convert sales. “This is the first time we’ve had a consumer brand event on this scale. We do a lot of business in Europe, but never in the major U.S. markets. We invite you to come and see the scents and I wanted you to experience it for yourself.”
