Community-Driven Expansion: Bath & Body Works Steps Beyond Traditional Mall Presence with Inaugural User-Created Products
Rewritten Article:
Bath & Body Works is shaking things up this holiday season with a new marketing strategy! Their latest campaign, dubbed "Take a Scentbreak," has captured the attention of consumers across the nation.
Created on behalf of Bath & Body Works by Adweek's Multicultural Agency of the Year, The Community, this campaign encourages folks to reconnect with the world through their senses, and aroma in particular. In contemporary society where we're bombarded with visual and auditory stimuli, it's easy to overlook the power of smell. But this campaign reminds us that a simple whiff of your favorite scent can transport you to a treasured memory or evoke a grin from ear to ear.
This sentiment couldn't be more true than during the whirlwind of Christmas shopping in New York City. To drive home the message, the brand unveiled their biggest candle to date at Herald Square – a 10-foot tall recreation of their bestseller, Tis the Season. With the ability to cut through the metropolitan hustle and bustle like a sweet, olfactory oasis, this giant candle reaffirms Bath & Body Works' commitment to delivering fragrant surprises in unexpected places.
The brand aims to capture the hearts of the next generation of shoppers who may have grown up on e-commerce, allowing a mall trip or brick-and-mortar experience to feel foreign.
"In a world that pampers our eyes and ears, we sometimes overlook the realm of scent. Bath & Body Works believes that scent is an unsung hero in our lives, and 'Take a Scentbreak' is our way of emphasizing its transformative power," said a spokesperson from Bath & Body Works.
Actress Jessica Williams, star of the Apple TV+ show "Shrinking," serves as the ambassador for the campaign. She takes center stage in a series of playful vignettes depicting different scents' ability to trigger memories and moments of serenity. The campaign made its debut on May 3, 2025, during the Kentucky Derby, ensuring widespread attention.
Not only does the "Take a Scentbreak" campaign remind us to appreciate the role of scent in our daily lives, but it also spotlights the emotional connections we build with certain aromas, like lavender, gardenia, and more. So, take a minute, close your eyes, and let the aroma of your favorite Bath & Body Works scent transport you to your happy place. After all, you never know where a simple waft of scent may take you!
- For a change, consider exploring the home-and-garden section of your local mall this December, as Bath & Body Works has introduced a 10-foot tall candle that's a replica of their bestseller, Tis the Season.
- The "Take a Scentbreak" campaign from Bath & Body Works, launched by The Community, encourages everyone to appreciate the transformative power of scent, even amidst the noisy and vibrant shopping atmosphere of New York City.
- Inspired by the "Take a Scentbreak" campaign, you might find yourself reconnecting with cherished memories this Christmas, as you immerse yourself in the soothing aroma of your favorite Bath & Body Works scents.
- Jessica Williams, a renowned actress from the Apple TV+ show "Shrinking," is serving as the ambassador for Bath & Body Works' latest campaign, demonstrating how scent can evoke memories and moments of serenity.
