Victoria Beckham Beauty | The Victoria Standard
Distilling Victoria Beckham’s public persona into a positioning designed to make her beauty brand more famous for its quality than her celebrity.
Headline launching the Victoria Standard as the new standard in beauty.
As a lifelong beauty obsessive who, over 25 years as a singer, style icon and fashion designer, learned the industry inside out from some of the world’s best stylists, Victoria Beckham is more qualified than most to found a beauty brand.
However, four years after launch, Victoria Beckham Beauty was still known more for her fame than for it’s genuinely market-leading quality and best-in-class approach to clean, ethical beauty.
In step with a root and branch evolution of the brand’s design, look and feel, we created a brand positioning that extrapolated Victoria’s reputation for hard work and an uncompromising desire for quality into ‘the Victoria Standard’: A driving mission for the company to deliver pure, industry-defining excellence across the board because that’s what she - and her audience - demand.
We summarised this uncompromising quest for better than the best in the platform line ‘Good. Better. Best. Beckham.’.
By creating an architecture that made a clear distinction between Victoria herself and the Victoria Beckham Beauty brand, we were able to create a useful dynamic between the two. By giving Victoria the ‘straight’ role of the driven Creative Director, we would always use her serious beauty expertise to reinforce product quality at every stage. However, by establishing the brand tone of voice as an ‘avid insider’ we gave it license to manifest the playful self-awareness and dark humor Victoria is known to love while drawing back the curtain on everything it takes for her team to achieve her creative vision.
The result is a brand built in the image of its founder, with the confidence to establish its genuine credibility on its own terms.
The new positioning and tone of voice being put into action by the brand’s in-house team:
Role: Copywriter, Creative
Agency: Sui Generis Cartel
Strategy: Natalee Ranii-Dropcho
Art direction and design: Holiday