Victoria Beckham decided to release her beauty products every month rather than all at once to keep her consumer base excited for the next drop.
The singer-turned-fashion designer launched her Victoria Beckham Beauty brand in September with the Smoky Eye Wardrobe, a collection consisting of eyeshadow palettes, cream shadows, and eyeliners, and she followed that up with Your Perfect Pout lip kit, which featured a lip tint and six lip pencils, in October.
Earlier this week, she revealed that she was making her debut in the skincare market with the Cell Rejuvenating Priming Moisturiser, a collaboration with German skincare expert Augustinus Bader, for her November drop.
During an appearance on Jimmy Kimmel Live! on Tuesday night, Beckham was asked why she decided to do monthly drops rather than release the whole beauty line in one go and she explained that the business model “makes sense”.
“You know I launched this beauty brand because I wanted to create a beauty brand of the future, with a real focus on clean beauty, sustainability and not comprising with the formulas and making sure that things are active and going direct to consumer,” the 45-year-old explained. “It makes sense to do regular drops – it keeps it more exciting for the consumer, for my community.”
Jimmy then jokingly asked Beckham if it was necessary to buy separate moisturisers for the body and face, or if it was simply a marketing ploy, and she insisted that “there’s a lot of science that goes into these products”.
Beckham also said that she will be sending products from her line to her Spice Girls bandmates – Melanie Chisholm, Melanie Brown, Geri Horner, and Emma Bunton.
“I haven’t (yet) because I’ve only just got mine but will send it to the Spice Girls,” she added.
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