BEAUTY: LOVE EAU DE PARFUM
Objective: Introduce the newest fragrance—inspired by the Angels' very own love stories—by leveraging personal recollections mined from models' video interviews.
Intimate, aspirational, yet accessible and totally universal.
LINGERIE: LOVE. THE UNLINED BRA COLLECTION
Objective: Change the perception of Victoria's Secret as a push-ups-only brand by appealing to a growing market: women who wear unlined bras.
Position as a "love," a fashion must-have for any wardrobe. Leverage the synergy between the Love Fragrance launch and this new bra collection as one big brand moment.

CONCEPT OVERVIEW by Copy Director, Creative Director, Copywriter

LINGERIE: SEXY ILLUSIONS BRA LAUNCH
Objective: Position the new bra by leveraging powerful Victoria's Secret equities: fit and technology.
Create a benefits-driven story by positioning as a core must-have for every woman's bra wardrobe:
A super-light bra that smooths where you need it to.
LINGERIE: FEARLESS, THE ALL NEW VERY SEXY BRA LAUNCH
Objective: Leverage another Victoria's Secret equity: fashion authority,
through a fierce new look and a more fashion-forward
brand projection for the Very Sexy Collection. 
Take advantage of the biggest season for fashion and fashionistas—
Fall and New York fashion week—through more editorial storytelling. 
LINGERIE: INCREDIBLE, THE NEW BRA LAUNCH
Objective: Leverage the overwhelming customer response and testimonials during this bra's testing period by making the customer quotes a large part of the launch story.
Project optimism and joy to reinforce enthusiastic testimonials.
"Incredible" became one of the biggest and most successful bra launches in the brand's history.
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