Fashion Law Journal
Burgeoning Beckham Beauty
Be it the illuminating Morning Aura moisturizer and primer or the glowy Modern Mercury Highlighter birthed by the magnificent collaboration between Estee Lauder and Victoria Beckham in 2017[1], the beauty world gasped in utter admiration. Fast forward to 2019, when Posh Spice aka Victoria Beckham elevated the cosmetic charcuterie by unveiling her niche beauty brand- Victoria Beckham Beauty. A closer look at Beckham’s marketing strategy reveals how she transformed her reputation for elegance into a luminous luxury brand. The celebrated fashion designer’s expedition into the domain of beauty products has been a sensational soiree, toasting to cleaner, greener and classier beauty routines. In a field that has been particularly characterized by monopolistic forces, fierce strategies and a compelling prospective, the Beckham Beauty brand has been successful in brewing a pleasant review around the world. The brand’s marketing strategies reveal a multifold approach to ensure consumer satisfaction and foster the formula of perfection in all the products.
The Digital Honeycomb
One glance at the marketing tycoon of any beauty brand- the VBB website, donning earthy hues and matte tones, provides umbrella navigation to all product ranges, inclusive of fashion as well. This approach leads to twofold benefits enhancing brand visibility and facilitating seamless user shopping experience. The burgeoning revenue by 44% in 2022 (through the Mango collaboration)[2] stands as a testament to the rigorous brand upliftment endeavors taken. The brand entered 2023 with a commendable double-digit growth trajectory supplemented efficiently by the fascination stirred by the Netflix documentary ‘Beckham’, which was followed by Victoria Beckham’s social media handles overflowing with followers. On the flip side, with each dawn declaring a new reigning beauty brand, VBB could cultivate more user interactive features and algorithms on its website, including personalized beauty quizzes and tailored marketing messages to its loyal consumer base to enhance consumer loyalty and cater to global foliage of new clients. Continued and increased emphasis on building a brand community will ensure a prosperous customer basis for futuristic brands like Victoria Beckham Beauty.
The DTC approach
With new seasons welcoming new launches and ultimately leading to the creation of a pool of products and swarms of confused yet excited buyers, VBB decides to stray away from the conventional cyclical launches and present an amalgamation with frequent and limited launches to cajole the anticipatory levels of the consumers. One of the cornerstones of VBB is its direct-to-consumer (DTC) strategy, which allows the brand to control pricing, ensure a pleasant shopping experience, and shape its narrative. By engaging directly with customers, VBB offers a unique shopping experience through an easy-to-use website and premium customer service. However, despite the rise of online sales, unanimity amongst studies reveal that majority of consumers still prefer browsing in shopping malls and familiarizing themselves with products before purchasing. Brands like Goop have successfully blended physical stores with their online presence, creating a multichannel approach with broad appeal. Strategic placement of luxury stores globally enhances branding and provides a tangible customer experience. By attracting traditional clientele who favor offline shopping, VBB could draw these customers to its luxury locations, further strengthening its market position. A combination of physical and digital sales channels would increase VBB’s market share and customer goodwill, allowing the brand to cater to a broader range of client preferences. With a stronghold on direct consumer engagement, VBB now turns to the power of partnerships, leveraging collaboration culture to elevate its brand presence.
Zooming in on Collaboration Culture
While VBB’s face card- Victoria Beckham, herself remains the undisputed queen of being the crème de la crème in the beauty and fashion industry, the brand’s marketing strategies have typically revolved around creating a niche for inclusivity, sustainability and beauty- all through the portals of luxury. With the ever-growing PR trends and influencer collaboration coaster, deploying a marketing army has some major benefits as witnessed by another leading beauty brand birthed in the same year as VBB- Rare Beauty. Such influencer-led ambassador programs and ventures play a pivotal role in shaping the brand’s consumer base and type. Pop-up events and grassroots-level interaction would provide the brand with higher levels of consumer engagement and heightened experiences. However, a shift in the perspective would provide that perhaps centralizing the brand’s identity and carving a strata-centric consumer base underlies the essence of its ventures.
Details, Details, Details
The brand exemplifies luxury at all steps- ranging from the online surfing and shopping experience to the packaging of the product. What sets the brand apart from other luxury beauty brands in the arena is the holistic commitment to detail and building on the client’s awareness regarding the brand’s perennial commitment to excellence. This obsession with attention to detail is based on the premise of the founder’s clear vision of finding something that did not exist before, and VBB has made sure, either through marketing campaigns or interviews with the creative directors and even Beckham herself, that the client is well versed with the degree of trials a product is put through to achieve the pinnacle of excellence.
The Deeper Folds
A meticulous study into the brand’s vision is well reflected in its purposeful marketing tactics that aim to spread purposeful and scientifically backed beauty. While skimming through brand strategies might lead to similar conclusions, VBB’s collaboration with Augustinus Bader[3] for the super supple and scientifically luxurious range of skincare products caters to the categorical needs of the consumers. A noteworthy highlighter in the entire prospectus of the skincare range is how the brand has specifically concocted items that respond to modern environmental stressors which provide a competitive edge to the brand.
Conscious Calls
Claims of clean beauty, sustainability, and cruelty-free products serve as compelling attractions for conscious consumers who prioritize ethical fashion and deeply value the harmony between social responsibility and beauty. VBB’s products are invariably a result of an arduous journey with minimal carbon footprints. Another initiative that could potentially aid the brand in strengthening its ethical goals further would involve incorporating greater transparency in its supply chains by revealing more information surrounding production processes.
The True Beauty Mantra
Victoria’s healthy lifestyle philosophy forms the cornerstone that sets apart her beauty products. Her widely publicized commitment to unleashing one’s best potential is the pinnacle of her marketing endeavors. Her repeated emphasis on the beauty brand being a “scratch on the surface”[4] to achieving one’s exalted version goes a long way in transforming the clientele’s outlook from being focused on transient outer beauty to embracing and flaunting inner beauty. VBB highlights itself as a high-end beauty brand that maximizes traditional cosmetic utility experiences.
The Beckham Brand
Another key contributor to the success of her beauty brand is the wide fascination and respect for ‘Brand Beckham.’ David Beckham’s global career set up the foundation for building a base away from home. 2024 has also witnessed the persistent glory associated with the duo through the Super Bowl ads for Uber Eats. What pushes the aspirational consumers to get their hands on a VBB cosmetic is largely attached to the walking master class Victoria herself is. She presents a juxtaposition of desires- in one instance she is reserved, posh and elegant on the front row of a fashion show, and on the other, she is posing without a care in pajamas on the ‘gram. The sculpting of her brand is largely attributable to how effortlessly relevant and relatable Victoria has remained through inspirational confidence and embracing herself. Clinging relentlessly to authenticity and having no presumptive sense of entitlement as to the success of her ventures indeed markets the genuine intent of Victoria Beckham Beauty as well as the hard work put in by the curators. What is, is and what isn’t, isn’t? This makes brands look endearingly powerful and committed to wanting the best for their customers. The personal branding shows the duo as a powerhouse for authenticity, adaptability and consistency.
The Legal Veil of Luxury
Beyond the shimmering allure of luminous highlighters and precision-crafted lip definers, Victoria Beckham Beauty stands as a testament to the intricate legal tapestry governing the luxury beauty industry. Trademark fortification ensures that the brand’s distinctive identity remains impervious to counterfeiting, while diligent adherence to regulatory frameworks such as the EU Cosmetics Regulation and FDA guidelines upholds consumer trust. The brand’s ‘clean beauty’ claims rest on a foundation of rigorous compliance, ensuring transparency in ingredient sourcing and formulation safety. As the industry tightens its grip on green washing and deceptive marketing, VBB’s commitment to ethical luxury is not just an aesthetic pursuit—it is a legally fortified promise of integrity.
Refined Beauty Defined
Although Victoria Beckham Beauty is using a beautiful confluence of conventional and modern methods of marketing, the brand in itself speaks volumes. The long, creative gestation periods, soft launches, reminiscent color palette of the 90s and an eternal commitment to elegant luxury codify what, how and where the brand provides. While initial internal calls may prompt beauty enthusiasts to stick with their brand choices, a single foray into VBB would make anyone want to stay. The brand and the brand leader empower and elevate through aspirational luxury and embracing one’s truest self. Victoria Beckham’s excursions in the domains of skincare and her experimentations with perfection are, in reality, the true market drivers for the brand. Victoria Beckham Beauty isn’t just a brand—it’s a movement, redefining luxury with purpose, elegance with authenticity, and beauty with a lasting legacy.
References:
[1] The Estée Lauder Companies Inc., Press Release, The Estée Lauder Companies Inc. (Apr. 15, 2016), https://www.elcompanies.com/en/news-and-media/newsroom/press-releases/2016/4-15-2016
[2] Chavie Lieber, What the Mango Collaboration Means for Victoria Beckham’s Business, Business of Fashion (Mar. 6, 2023), https://www.businessoffashion.com/articles/luxury/what-the-mango-collaboration-means-for-victoria-beckhams-business/.
[3] Samantha Conti, Victoria Beckham’s Big Bet on Beauty, WWD (Mar. 16, 2022), https://wwd.com/feature/victoria-beckham-big-bet-on-beauty-1234978542/.
[4] Arden Fanning Andrews, Victoria Beckham Beauty: What’s Next?, Vogue (Mar. 30, 2023), https://www.vogue.com/article/victoria-beckham-beauty-whats-next.
Author Name: Aastha Kastiya
