Bath & Body Works Unveils 10-Foot Candle to Create Ultimate Holiday Shopping Ambiance
Bath & Body Works introduces a soothing 10-foot candle installation, allowing holiday shoppers to escape daily stressors like work emails and rush hour traffic, promoting a sensory reconnection experience
Article Brief:
Bath & Body Works launched a new creative platform that encourages busy consumers to take a moment to stop and smell the roses, per details shared with Our Website.
The "Come Back to Your Senses" campaign launched with the unveiling of a 10-foot-tall candle in New York City's Herald Square on Thursday. This installation, representing Bath & Body Works' largest candle to date, is a nod to the popular Tis the Season holiday product. The marketing campaign also features video, out-of-home, radio, and social media components. The new advertisements aim to immerse viewers in surreal, scent-infused environments and encourage them to escape from the stress of daily life.
Article Insight:
Bath & Body Works is unveiling a fresh new creative approach amidst the hustle and bustle of the holiday shopping season. With the usual rush of Q4 activity and the prevailing unease over the economy and global conflicts, the campaign's focus on relaxation and reconnecting with the world could prove especially appealing to weary consumers. This marks Bath & Body Works' inaugural creative output from The Community, its newly appointed agency of record.
Bath & Body Works' Chief Customer Officer Maurice Cooper stated that the 'Come Back to Your Senses' campaign aims to help customers slow down, reset, and harness the power of fragrance. The brand is experiencing an exciting moment, reevaluating itself in response to increasing consumer demand for personal and home fragrances as a means of self-expression.
The chain, known for its soaps, candles, and fragrances, launched the campaign with a large candle drop in New York City, chosen for its bustling, fast-paced environment. Other retailers are also reintroducing experiential activations around the 2023 holidays, a noticeable shift from the challenges posed by pandemic restrictions in previous years. Pop-up events have further promoted Bath & Body Works' expanded line of men's products, seen as crucial for driving the brand's growth.
The "Come Back to Your Senses" ads start by addressing common stressors like dealing with work emails, enduring rush hour traffic, and waking up early. The camera then pans out to showcase various settings, such as a cozy bedroom and a car, adorned with vibrant floral displays before focusing on product shots of Bath & Body Works products. The detailed sets, designed to evoke delightful scents, were constructed practically rather than in post-production.
Bath & Body Works and The Community are set to further develop their platform in 2024, according to a spokesperson. Despite a 2.6% drop in net sales in Q3, the company's executives highlighted advancements in margin improvement and cost optimization. The marketer's current emphasis is on a loyalty program that launched last year, boasting 38 million members as of an August trading update.
