Overview

Pop culture icon and fashion powerhouse Victoria Beckham came to Spring with the brief to launch her DTC beauty line Victoria Beckham Beauty, developing the strategic positioning, brand imagery, website design, and social media content. 

Challenge

Victoria wanted to create a beauty brand for busy women who balance the school run with business meetings... a little bit like Beckham herself.

Insight

'I like to celebrate being a woman – and for me, make-up is just a part of that.'

Victoria Beckham is a fashion and pop culture powerhouse. Her “posh” taste is iconic but she is still able to come across as inclusive working with her fans to meet their needs.

Beckham's definition of modernity isn't actually rooted in 2021. "When I first embarked on this journey, myself and Sarah Creal wanted to create a beauty brand of the future. So really focusing on clean formulas, sustainability, and making everything that we do inclusive—that was really key.

Strategy & Approach

‘Beauty in Motion’ speaks to the forward-thinking ethos of Victoria’s sustainable clean beauty brand and its luxurious performance-driven products that fuel our dynamic lives.

Solution

A brand world true to Victoria herself, balancing aspiration and inclusivity with wit and charm