Dive Brief:
- As part of a multisensory holiday marketing campaign launched Monday, Bath & Body Works is bringing its three holiday scents of Fresh Balsam, Snowflakes & Cashmere and Twisted Peppermint to train stations, movie theaters and malls across America, according to a company press release.
- In a first for the New York City landmark, the campaign will expose commuters to its Fresh Balsam scent inside Grand Central Station, as well as Clark and Lake station in Chicago.
- The campaign is built around meeting consumers where they live and shop, using film, digital, out‑of‑home, a 3D billboard and multisensory experiences in famous locations.
Dive Insight:
Moviegoers at select theaters in New York, Los Angeles and Chicago will experience “scentigrations” of Fresh Balsam while watching a 45-second holiday commercial on screens during the holiday season.
“We’re bringing the holiday season to life for consumers in new and unexpected ways,” Jamie Sohosky, chief marketing officer, said in a statement. “By diffusing our signature Fresh Balsam scent into iconic places like Grand Central Station and movie theaters, we’re creating moments of joy and festive spirit that reach consumers wherever they are — making the magic of Bath & Body Works part of their everyday experiences.”
Bath & Body Works has added 46 interactive pop-up kiosks in high-traffic mall locations nationwide where consumers can experience the brand’s holiday scents up close. Additionally, 30 pilot stores will feature window displays enticing consumers to come inside and shop through interactive try‑and‑smell stations.
“We’re all about creating joyful, personalized moments through scent storytelling and hands-on product demos that truly bring our brand to life,” Ron Ford, chief stores officer, said in a statement.
Bath & Body Works is employing over 32,000 seasonal workers as a way to offer personalized service and make recommendations tailored to each customer’s preferences.
This year has seen a number of top-level executive appointments at Bath & Body Works as the retailer eyes further growth. The company this week announced it is bringing on former Bluemercury CEO Maly Bernstein as chief commercial officer, a new position for the retailer, and Samantha Charleston as its chief human resources officer. Daniel Heaf joined the company in the spring as CEO.
As part of a strategy to attract Gen Z consumers, Bath & Body Works recently entered 600 college campus stores. The retailer also created a new store design that incorporates updated technology and a refreshed layout, and added scented dryer sheets to their laundry category.
In its most recent earnings report, Bath & Body Works Q2 net sales increased 1.5% year over year to $1.5 billion, while net income decreased nearly 58% to $64 million.