Bath & Body Works has launched a new body care franchise called Fruit Fusion across Canada and the United States, pairing the product introduction with a long-term partnership that names actor and singer Hilary Duff as the brand’s campaign ambassador and creative partner.
The collection, available online and in stores, is part of the company’s Consumer First Formula strategy, which Bath & Body Works says is aimed at placing consumers at the centre of product development, design and marketing.
The launch represents a new product franchise for the retailer while also serving as a key initiative in its broader brand transformation efforts. Bath & Body Works said Fruit Fusion combines four new fragrances with a range of body care products designed to allow customers to build personalized routines through layering.
The initial lineup includes the fragrances Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend. Products are available in formats including All Day Moisture Body Wash, Smooth & Soothe Body Cream, Perfume Mist for Body & Hair, 48H Moisturizing Body Lotion, Hand Cream, Mini Perfume Mist, Lip Oil, PocketSpray Hand Sanitizer and accessories. The collection is available in Canada and the United States, with prices ranging from $5.95 to $20.95.
Duff, a longtime Bath & Body Works customer, also worked with the company as a creative partner in developing the collection and campaign.
“For me, it’s always about feeling good in your own skin and choosing what works for you,” Duff said. “I look for products that work with my routine and provide real benefits. Fruit Fusion by Bath & Body Works fits into that perfectly. The scents are joyful, the products actually deliver, and it’s something I genuinely look forward to using.”
Bath & Body Works said Duff’s role extends beyond appearing in advertising. The company said she collaborated on the campaign’s creative direction and will feature the collection as part of her everyday routine across her Instagram and TikTok channels, where she reaches more than 30 million followers.
The company said the timing of the partnership coincides with Duff’s return to touring for the first time in 18 years and the release of a new album, while Bath & Body Works continues what it describes as its own brand evolution under new leadership.
“Fruit Fusion is a clear example of our Consumer First Formula in action,” said Veronique Gabai, chief brand & product officer of Bath & Body Works. “We’re focused on creating high-quality, innovative products that deliver real performance and make people feel good, while showing up in ways that feel authentic and relevant. This launch brings that together, from innovation and design to the partnership with Hilary, in a way that genuinely connects with our customers.”
According to the company, the Fruit Fusion formulas are dermatologist-approved, vegan and made without sulfates, parabens and phthalates. The products combine perfumer-crafted fragrances with ingredients including shea butter, coconut oil and hyaluronic acid, which the company said help hydrate skin while maintaining its natural moisture barrier.
The launch also introduces new packaging for the brand, including redesigned bottles and soft-touch finishes, as part of the broader rollout.
Bath & Body Works said the campaign supporting Fruit Fusion is one of the most extensive marketing efforts in the company’s history, spanning multiple platforms and featuring Duff throughout.
The company said Fruit Fusion is intended to become a long-term product franchise, with additional fragrances and product formats planned over time as it continues to expand the line.
Bath & Body Works operates more than 1,900 stores across the United States and Canada, as well as more than 500 international locations, and sells its products online through BathandBodyWorks.ca.
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