Observed Signal · Oct 30, 2023 · Brand Rebranding · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Victoria's Secret Rebrand: Lessons From a Billion-Dollar Loss
CMSWire analyzes Victoria's Secret's inclusive rebranding initiative, which led to a projected $6.2 billion in sales for 2023—a decline of over $1 billion from 2020. The article examines the missteps behind the failed rebrand, including a lack of authenticity, poor timing, and alienating its core customer base. It cites the introduction of the VS Collective and a new executive team in 2021 as key changes, yet sales continued to drop. Marketing experts Alan Tyldesley and Harriet Wright provide insights on why the rebrand felt performative and offer lessons for marketers on maintaining brand identity while adapting to cultural shifts. The company plans to expand into new categories and open 400 new stores outside North America.
Case study on a major brand's rebranding failure, relevant to marketers but not an industry-shifting event.
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Key Takeaways & Evidence Grounding
- Victoria's Secret projected $6.2 billion in sales for 2023, down over $1 billion from 2020.
- In 2021, the company introduced the VS Collective and a new executive team with a majority-female board.
- Two out of three Americans said their social values shaped shopping choices in 2021.
- CEO Martin Waters acknowledged the rebrand has not been enough to carry the day.
- The company plans to expand into activewear, update over 1,000 stores, and open 400 new locations outside North America.
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Ulta: AI Supercharges Rewards, Driving 95% of Sales
Ulta Beauty's chief marketing officer Kelly Mahoney says AI-powered personalization applied to the company's Ulta Rewards program is now driving about 95% of the retailer's sales. Ulta has 46.7 million Ulta Rewards members whose first-party data the company leverages for personalized emails, in-app offers and targeted digital ads featuring brand partners such as Fenty. Mahoney, who joined Ulta in 2015, has led a multi-year investment in shopper data and personalization. The comments were made in an Adweek 'Five Minutes With' profile published May 5, 2026 and emphasize Ulta's use of first-party data and AI to unlock personalization at scale and influence commerce outcomes.
Mammut launches 'Unwellness Retreat' campaign
Swiss outdoor brand Mammut has launched a new campaign titled 'Unwellness Retreat', challenging the conventional wellness and comfort-zone trends. The campaign features three American wellness creators, Jonah, Anabelle, and Mahina, who trade typical retreat rituals for extreme mountain experiences such as highline walking, ice climbing, and snow baths, guided by mountain guide Spencer Harkins. The hero film is part of a broader brand strategy to strengthen Mammut's DNA and reach new audiences, following the brand's acquisition by Chinese investment company CPE in July. Developed with lead agency Small Giants, the campaign includes a 60-second film, YouTube episodes, social media, and real-life retreats, including one at Verzasca Dam in Ticino, where participants sleep in portaledges 200 meters above the river. The brand aims to stay culturally relevant by encouraging people to experience the mountains firsthand.
Revlon Updates Image by Leveraging Heritage
At the 2026 Advertising Week, Revlon executives discussed the brand's strategy to modernize its image while embracing its heritage. The company appointed musicians Teyana Taylor and Megan Moroney as campaign faces for 'Be Unforgettable', an update of a 1980s/90s campaign. Dana Medema, President of North America, emphasized targeting 'e-glam' consumers across ages. The brand trimmed its tagline to 'Revlon: Be unforgettable' to suit modern ad formats. Revlon, which emerged from bankruptcy in 2023 under new ownership, aims to stay relevant in a competitive beauty market. The campaign was created by agency DonerColle Partners, with CEO Jessica Henrichs noting shifts like removing male voiceovers.
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