Opinion

What is Victoria's secret?

5.12.2018

Translation: machine translated

When something sells well, you randomly ask yourself: why? Sometimes the answer is obvious - and sometimes it's on the catwalk.

"Why is everyone so keen on Victoria's Secret fragrances?" Livia Gisler asks me in amazement. She works as a Category Marketing Manager and can't make heads or tails of the rising sales figures. Especially as, according to media reports, the fashion brand is not exactly doing well. I have to smile. I've already asked myself the same question. Why actually? In most cases, the packaging looks cheap and over-sugared. The same goes for the fragrances.

And then I remember: I also have a body spray from VS at home. And I love it.

I bought mine in London. There, I fluttered through the multi-storey shop with my nostrils and sniffed every single body spray. I wanted to prove to myself that none of the fragrances would blow me away. With three floors, that was a few bottles too many for my liking. What's more, I'm a problem child when it comes to finding fragrances anyway. To my surprise, I got stuck on a colourful bottle labelled "Squeeze of Pineapple". It was as if someone had captured the light freshness of summer and sweetened it with a pinch of tropical flair. Smelled, bought. Crap!

But I wasn't always so critical of the brand's charm.

Travelling back in time

In my teenage years, the underwear label was THE shit. I was given one of their body lotions as a gift and was as happy as a clam. I completely ignored the fact that the scent was far too intense for me. Everyone loved Victoria's Secret. So the fault had to lie with me. So I put it on day after day - even though I couldn't stand the scent. I wanted to be part of this unreflected ideal of beauty at all costs. The fragrances were an affordable piece of the catwalk for a young target audience like me.

Now, at 26, the catwalk leaves me cold and I only blame the sheer endless choice of fragrances. Because almost everyone is bound to find something they like. And what you like, you don't like to let go of... [[competition:147]]

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Natalie Hemengül

Senior Editor

Natalie.Hemenguel@digitecgalaxus.ch

As a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.

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