Beckhams’ Scent Comes to America
David and Victoria Beckham’s fragrance, Intimately Beckham, has made it across the pond for American consumers.
It will be available in department stores nationwide next month and drug stores everywhere by January.
“Why is this different from any other celebrity fragrance? The fact that I have spent a lot of time checking all the details,” Victoria Beckham told WWD. “We are not just saying, ‘We are celebrities, put our name on it.’ I love to be involved with the whole process.”
“It looks like it will be the largest masstige fragrance in the world,” Steve Mormoris, senior vice president of global marketing for Coty Beauty said. “There are other masstige fragrances like Mexx, maybe Naomi Campbell, but when we look at the worldwide market, the Beckham brand goes from prestige to drugstores to perfumeries. There are very few brands that have been that big, and we just have been growing in sales dramatically and in market share.”
The line of Beckham fragrances, which includes his and her scents, is expected to generate $100 million in sales this year.
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POSTED IN: Articles, David Beckham, David Beckham News, Fashion, Merchandise, Posh and Becks, Victoria Beckham, Victoria Beckham News
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