- Bath & Body Works launched a recent creative platform that encourages busy consumers to take a moment to stop and smell the roses, per details shared with Marketing Dive.
- “Come Back to Your Senses” kicked off with the drop of a 10-foot-tall candle in New York City’s Herald Square Thursday. The installation representing Bath & Body Works’ largest candle to date is an iteration of its popular Tis the Season holiday product.
- The marketing push also includes video, out-of-home, radio and social media elements. New spots aim to transport viewers away from every day burdens like answering work emails and as an alternative unwind in surreal, scent-infused environments.
Bath & Body Works is debuting a fresh creative approach because the retail category enters the thick of the holiday shopping season. Typical Q4 busyness, combined with current anxiety across the economy and global strife, could make the campaign’s message around rest and reconnecting with the world appealing to beleaguered consumers. This is Bath & Body Works’ first creative output from The Community, its recent agency of record.
“Bath & Body Works’ ‘Come Back to Your Senses’ campaign is supposed to help our customers decelerate, reset and unleash the facility of fragrance,” said Bath & Body Works’ Chief Customer Officer Maurice Cooper in an announcement. “It’s an exciting moment as we provide a reappraisal of our brand, sparked by growing demand by consumers in search of personal and residential fragrances to express themselves.”
The chain specializing in soaps, candles and fragrances unveiled the hassle with an oversized candle drop in New York, a city chosen for its repute for nonstop hustle and bustle. Other retailers have ramped back up experiential activations across the 2023 holidays, a change from prior years when pandemic restrictions made pulling off such strategies complex. Pop-ups have also recently helped promote Bath & Body Works’ expanded line of men’s goods, which it views as essential to driving growth.
Ads supporting “Come Back to Your Senses” begin by mentioning on a regular basis stressors like answering work emails, sitting in rush hour traffic and waking up early within the morning. The camera then zooms out to show different spaces, resembling a bedroom and a automotive, decorated in lush flower arrangements before closing on product shots of Bath & Body Works offerings. The elaborate sets meant to evoke nice fragrances were created practically, not in post-production.
Bath & Body Works and The Community will proceed to construct on the platform in 2024, a spokesperson said. Bath & Body Works saw net sales drop 2.6% in Q3, though executives called out progress in margin improvement and value optimization. One focus for the marketer in the meanwhile is a loyalty program that debuted last yr, which wielded 38 million members as of a trading update shared in August.
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