Bath & Body Works has launched its holiday campaign featuring new and returning fragrances, seasonal products and actress and musician Zooey Deschanel, as the retailer looks to connect its products with holiday shopping and gifting.
The Columbus, Ohio-based company introduced its Season of Wonder campaign on Monday, describing it as its most ambitious holiday marketing initiative to date. The campaign spans advertising, social media, products and in-store experiences in the U.S. and Canada.
Campaign combines marketing and product launches
Bath & Body Works said the campaign is designed to connect its brand, products and retail locations across consumer shopping experiences, with holiday fragrances and gift options at the centre of the initiative.
The company said it developed the campaign around its Consumer First Formula, using consumer preferences to shape the seasonal assortment and shopping experience. The initiative includes in-store displays, gift options and fragrances intended to draw on holiday traditions and memories.
“The holidays are a magical time, bringing people together through cherished traditions and moments of joy,” said Veronique Gabai-Pinsky, chief brand and product officer at Bath & Body Works. “With Season of Wonder, we’re celebrating everything that makes this time of year special through fragrances that evoke memories, thoughtful gifts that create connections and new experiences that inspire discovery. Our hope is to bring that holiday feeling to life in meaningful ways for every consumer through our Season of Wonder campaign and products.”
Deschanel will appear in campaign films and photography and promote the collection through Instagram and TikTok, where she will introduce the campaign to her followers. The campaign’s visual elements include pastel backgrounds, holiday accessories and iridescent lighting.
As the campaign’s Holiday Wonder Maker, Deschanel has also selected a range of products from the seasonal collection, including the Snowflakes & Cashmere three-wick candle, Vanilla Cocoa Flurries fine fragrance mist and Pure Wonder foaming hand soap.
“For me, holiday wonder is in the little things you look forward to every year: the scents, the lights and the feeling of finding a gift that is exactly right for someone,” said Deschanel. “The holidays have always been so special to me, and Bath & Body Works is a brand many people associate with the season. I love the quality and care that go into the products, and Season of Wonder is about celebrating all those little things that make the holidays feel special.”
Instagram photo
Seasonal collection includes new and returning fragrances
The Season of Wonder assortment combines established fragrances with new products and additional formats, including expanded options for personal care, home fragrance and gifting.
Snowflakes & Cashmere, a returning fragrance featuring notes of vanilla cashmere cream, caramel woods and frosted clementine, will be available as an eau de parfum for the first time. The fragrance is also offered in body care, home fragrance and hand soap products.
Vanilla Cocoa Flurries is a new fragrance featuring white cocoa, chilled coconut milk and vanilla woods. It will be available across body care, home fragrance and hand soap categories.
The holiday assortment also introduces Bubble Bath, a formula described by the company as dermatologist approved and made with vitamin E and aloe. The product is formulated without sulfates, parabens or phthalates.
Returning home fragrance options include Pure Wonder, Moonlit Goddess, Fresh Balsam, Lavender & Pine and Winter.
Seasonal accessories and décor feature a teddy bear motif, along with collectible items intended for decorating and gifting. The company said iridescent packaging, seasonal décor and accessories extend the campaign’s theme across the product collection.
Bath & Body Works said the assortment is intended to combine familiar seasonal fragrances with new product formats and gift options.
Products available in Canada and the U.S.
The Season of Wonder collection is available at Bath & Body Works stores and online at bathandbodyworks.ca in Canada and the U.S., according to the company.
Bath & Body Works sells personal care and home fragrance products, including fine fragrance mists, body creams, lotions, eau de parfum, body wash, hand soap, hand sanitizer and candles.
The company said its retail network includes more than 1,900 stores in the U.S. and Canada, as well as more than 550 international locations.
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