Bath & Body Works to Launch First-Ever Fabric Care Collection This Fall
22 Mai 2023 - 2:00PM
This fall, Bath & Body Works will bring its fragrance expertise
and authority to the laundry category as it launches its first ever
fabric care collection. Ahead of the launch, the beloved retailer
is giving its most loyal customers a voice in shaping how the
assortment comes to life.
“We are constantly looking for ways to elevate our brand,
optimize our core business and bring innovative new ideas to Bath
& Body Works customers,” said Julie Rosen, President at Bath
& Body Works. “Knowing our customers love to experience their
favorite fragrances in a multitude of ways, we’re looking forward
to leveraging our core strengths and competitive advantage in
fragrance and innovation to expand into this brand-new
category.”
The launch of the laundry category is a direct result of
enthusiastic customer requests to bring the retailer’s beloved
fragrances to laundry care. Bath & Body Works’ consumer
research indicates that 77% of shoppers love getting complimented
about the scent they wear, and the company is seizing the
opportunity to reinvent the laundry category and give consumers a
way to bring their favorite fragrances to yet another part of their
lives.
Beginning today through May 29, members of My Bath & Body
Works loyalty program can cast their votes for their favorite
fragrance across 14 Bath & Body Works-exclusive scents coming
to the fabric care category later this year.
"Our customers guide every decision we make so we’ve integrated
voting technology within our loyalty platform to enable customers
to directly influence how we launch products for the first time
ever," said Jamie Sohosky, Chief Marketing Officer at Bath &
Body Works. "We’re tapping our most loyal customers to tell us
which fragrances they want to shop first because we want to help
create a deeper personal connection to the fragrances they
love.”
The five fragrances that receive the most votes will be
available in an early access shopping event exclusively for loyalty
members prior to the full collection launch this fall. In addition
to determining which fragrances will launch first, members will
have the opportunity to sample the fabric care products before
anyone else as part of a limited-time members-only event — details
will be revealed exclusively in the My Bath & Body Works
App.
"With this voting campaign, our passionate customer base will be
able to impact Bath & Body Works like never before," said
Sohosky. “This is yet another innovative perk we’re excited to
offer members of our award-winning loyalty program.”
My Bath & Body Works Rewards, which was recognized as one of
America’s Best Loyalty Program in Newsweek’s & Statista’s list
of America’s Best Loyalty Programs 2023, has offered members a
myriad of exclusive benefits, including the ability to earn points
toward free full-size products (up to $16.95), since its nationwide
launch in August 2022. Since its launch, My Bath & Body Works
Rewards members now account two-thirds of its sales.
Bath & Body Works is encouraging customers to sign up for
the My Bath & Body Works loyalty program and download the app
via the Apple App Store or Google Play to stay in the know about
the upcoming launch of fabric care and to vote for the fragrances
that will launch first.
ABOUT BATH & BODY WORKS Home of
America’s Favorite Fragrances®, Bath & Body Works is a global
leader in personal care and home fragrance, including top-selling
collections for fine fragrance mist, body lotion and body cream,
3-wick candles, home fragrance diffusers and liquid hand soap.
Powered by agility and innovation, the company’s predominantly
U.S.-based supply chain enables the company to deliver quality,
on-trend luxuries at affordable prices. Bath & Body Works
serves and delights customers however and wherever they want to
shop, from welcoming, in-store experiences at more than 1,800
company-operated Bath & Body Works locations in the U.S. and
Canada and more than 425 international franchised locations to an
online storefront at BathandBodyWorks.com.
Contact: Business/Trade Press Emmy
Beach Bath & Body Works Communications@BBW.com
Consumer Press Mallory Weaver Bath & Body
Works PublicRelations@BBW.com
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