Victoria's Secret celebrates individuality with first new fragrance in five years

By Austyn King | Published: 19-Jul-2022

The US brand's Bare Eau de Parfum is designed to adapt to the wearer's body chemistry to create a unique, personalised fragrance

Victoria's Secret has returned to fragrance with the launch of Bare Eau de Parfum, its first new scent in five years with a personalised twist.

The new edp is said to adapt to the wearer's body chemistry to create a unique fragrance, designed to accentuate consumers' natural beauty while expressing their individuality, according to Symrise perfumers Nathalie Benareau and Carlos Vinals, who created the scent.

It features a blend of musks, with top notes of mandarins from Madagascar, a floral heart of Egyptian violet petals, and a “warm, cocooning” base of Australian sandalwood.

"Bare Eau de Parfum is our most intimate fragrance yet,” said Kristen Lagoa, Vice President of Merchandising, Beauty and Accessories at Victoria's Secret.

“It's about a quiet confidence that comes from knowing your authentic self, and celebrates individuality in its most natural form.

“Choosing a scent is such a personal experience, so we took our time in creating a one-of-a-kind fragrance that could be both relatable and unique to everyone who wears it.”

To celebrate individuality and self-expression, the Bare edp's marketing campaign features a diverse range of women from a variety of backgrounds including social advocates, herbalists, artists and creatives, shot by photographer Zoe Ghertner.

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The new scent comes as part of the L Brands-owned retailer's dramatic shift in brand purpose in recent years, cancelling its once iconic Angels catwalk show in the face of criticism in favour of advocates and initiatives to support women.

Since announcing its VS Collective roster of ambassadors last year, led by Adut Akech, Amanda de Cadenet, Eileen Gu, Megan Rapinoe, Paloma Elsesser, Priyanka Chopra-Jonas and Valentina Sampaio, the once-beleaguered brand has enjoyed a rebound in sales as consumers embraced its more inclusive approach.

The Bare edp joins Victoria's Secret's roster of fragrances alongside Tease, XO, Victoria and Bombshell, with the latter recently tapping singer Camila Cabello to front the brand's first-ever bilingual campaign.

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