Victoria's Secret eyes magazines for beauty intro

Cardona, Mercedes M.; Kerwin, Ann Marie
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p3
Trade Publication
This article reports on a plan by Intimate Brands Corp., the parent company of Victoria's Secret, to expand national distribution of its new cosmetics line with a substantial advertising campaign in magazines for women, as of April 1999. That is welcome relief to the glossy magazine world, which watched Intimate Brands spend $38.3 million on media advertising last year, all on television. The news comes as Intimate Brands finalizes a marketing plan for the cosmetics line, called Victoria's Secret Beauty. The company declined to comment, but some industry experts speculate the budget could reach as high as $50 million. Intimate Brands operates 812 Victoria's Secret lingerie shops. Intimate Beauty runs 447 Victoria's Secret Beauty shops, which sells creams, soaps and perfumes.


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