Victoria Beckham is keeping her eye on the prize — literally.
The multihyphenate’s namesake beauty brand is doubling down on the eye makeup category, which is currently 58 percent of its business, the company said. On Tuesday, it is launching FeatherFix Brow Gel, a brow serum-styler hybrid, on its website for $34. It comes in five shades, including clear.
The launch is entering a crowded segment of the market, acknowledged Katia Beauchamp, the brand’s chief executive officer. But she thinks the product will hold its own. “It would be naive to talk about white space in a traditional way,” she said. “It’s about how is the customer going to understand it’s a special user experience, it’s so considered. We make white space that way, even though it’s hard. This isn’t a marketing company, this is a product-led business.”
Related Articles
The formula includes murumuru seed extract, panthenol, biotin and a blend of film formers and is meant for 24-hour wear that is also sweat-proof, waterproof, humidity-proof and flake-proof.
“You can reapply it throughout the day,” Beauchamp said. “It cares for the hair, feels like a serum and has a look that is definitely in-place but has a soft texture. It isn’t meant to look frozen.”
The launch follows the success of the brand’s Satin Kajal Liner, which sells one unit every 30 seconds, per the brand. At $32 each, that rate would put the product’s annual sales at north of $30 million.
Victoria Beckham Beauty is primarily digital. As reported, Beckham’s fashion and beauty businesses have reached a combined sales volume of 100 million pounds, with more than 60 percent of sales come from the brand’s own platform. That has, in turn, informed the launch’s accompanying marketing.
“We have to do a lot of work through asset creation to show you what the products are. They’re not available at a thousand points of sale,” Beauchamp said. “We also make sure we have products in the hands of a lot of people to try it and to tell their version of how they’re using it.
“We want to be product-first, product-led, and we showcase that with our creative assets. We try to give the customer a sensation of wanting to grab it and being interested in it — the brush, for example. Showing the product attributes is key,” Beauchamp continued.
It’s part of Beauchamp’s strategy to drive consumer retention, which she says is the imperative of each new launch. “It is phenomenal and increasing,” she said of the rate. “That lifetime value metric is really important to us because it shows not only product market fit, but real company longevity.”
