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Article: Intimate Beauty looks to kill with brands and stores; Victoria's Secret Beauty division grows.(Brief Article)
- Article from:
- Crain's New York Business
- Article date:
- November 27, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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To see just how thoroughly Intimate Beauty Corp. is trying to rewrite the rules of the beauty business, check out its Victoria's Secret Beauty division's new line of laundry soaps.
That's right, laundry soaps.
Designed for the woman who wants little luxuries in every corner of her life, the collection elevates lowly items like fabric softener to the realm of elegant accessories. The pink-striped bottles are a world apart from the typical sturdy jug of Tide, containing perfumed products with names like ``gentle affection.''
The collection is just one small piece of a very big strategy. With Victoria's Secret Beauty, Intimate Beauty Corp. aims to ...