On December 13, Victoria's Secret Beauty held two 45-minute morning presentations inside the Glasshouses at the Chelsea Art Tower to introduce long-lead beauty editors to Incredible, the latest fragrance from the Limited Brands-owned company, scheduled to launch in March. As the women's scent is the first linked to a specific product—the Incredible bra, which debuted in August—the internal team at Victoria's Secret Beauty looked to walk the 25 attendees through the key components inspired by the new undergarment.
To help create an experiential space, the brand tapped production company JesGordon/ProperFun and caterer Creative Edge Parties to build interactive stations for the three main fragrance notes, and to supply food and drink to match.
Starting with a brief presentation from vice president of brand development, creative, and PR Karine Schnapp, the beauty brand led the editors through the tables, each dedicated to the different ingredients that make up Incredible and designed to highlight the key words that link the bra to the fragrance. For instance, at a station intended to illustrate the comfort component, reps assisted by Mark Knitowski, Victoria's Secret Beauty's vice president of fragrance, handed out scent strips of musk, the underwear's self-adjusting straps, and cups of vanilla gelati. Another showcased the feminine notes with a display of magnolia flowers and branches, candied violets, and pieces of the soft fabric used in the bra.
To further connect the products from Victoria's Secret's beauty and lingerie divisions, the last portion of the press preview invited guests to try on a Incredible bra with the help of a bra fitter from the SoHo flagship. As a fun element, PR reps recorded video of each editor explaining which woman in their life is incredible and why.
