Victoria Beckham marked the debut of her fragrance launch line on Friday. The line includes three unisex scents inspired by personal moments from the designer’s past and time spent with her husband, retired soccer player David Beckham. The fragrances were launched under her VVB Beauty Line, and include Portofino ’97, Suite 302 and San Ysidro Drive.
Of the three fragrances, Portofino ’97 is leading in terms of media impact value. Launchmetrics has reported that the fragrance has generated $1.3 million in MIV in discussions both online and on social media since it was unveiled on Monday.
When Beckham announced the launch of the line via social media on Tuesday, her campaign on Instagram generated $690,000 in MIV. The top placement was an Instagram post shared by Beckham promoting the trio of perfumes and generating $125,000 in media impact value. The Launchmetrics data was monitored between Sept. 19 and Thursday.
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Beckham developed the fragrances with Jérôme Epinette and produced them in-house. The majority of the distribution for the fragrance is direct-to-consumer, with select partnerships through Bergdorf Goodman, Violet Grey, Selfridges, Neiman Marcus and La Samaritaine. The scents cost $200 for 50ml and $290 for 100ml.
To keep the project as personal as possible, Beckham starred in the campaign shot by Steven Klein.
The launch of Victoria Beckham’s fragrances coincides with her Paris Fashion Week show, which also took place on Friday. The show attracted a prominent front row, with guests including Kim Kardashian, Gugu Mbatha-Raw and Wallis Day.
“This is the most personal project I have ever worked on, and all three fragrances are very close to my heart. I spent so much time getting them right — and working on the packaging, the names and the stories,” Beckham said to WWD.