Key Takeaways:
Bath & Body Works is officially taking on the holidays with the launch of its new holiday campaign, featuring fragrance-centered immersive experiences designed to inspire and evoke feelings of the season in everyone.
The campaign will begin with bringing three of Bath & Body Works' signature scents to life through multisensory experiences. The fragrances include Fresh Balsam, Snowflakes & Cashmere, and Twisted Peppermint. 46 interactive kiosks will pop up around high-traffic malls this holiday season, allowing consumers to engage with the brand in ways they never have before. The brand is not limited to malls; it also plans to pop up in Grand Central Station in New York and Clark and Lake in Chicago. As the first brand to scent Grand Central during peak holiday travel, Bath & Body Works is making the journey home smell a little more festive for thousands of commuters.
Bath & Body Works plans to take this immersiveness to the next level by offering “scent-igrations” in select theaters across NYC, Los Angeles, and Chicago, where viewers can watch the brand’s new holiday spot ad while inhaling the fresh scent of Balsam.
Getting ready for the holiday season also means stores looking the part. Bath & Body Works stores will undergo a significant holiday-inspired upgrade with train-inspired launch fixtures. 30 pilot stores will display the seasonal displays as part of the holiday rollout drawing, encouraging consumers to explore the store and interact with the try-and-smell stations.
“We’re bringing the holiday season to life for consumers in new and unexpected ways,” Jamie Sohosky, Chief Marketing Officer at Bath & Body Works, said in a statement. “By diffusing our signature Fresh Balsam scent into iconic places like Grand Central Station and movie theaters, we’re creating moments of joy and festive spirit that reach consumers wherever they are—making the magic of Bath & Body Works part of their everyday experiences.”
The holiday season features key sales, including a major Candle Day (featuring over 180 fragrances) and Body Care Day, which are significant drivers of holiday revenue. Bath & Body Works fragrances like Vanilla Bean Noel, Twisted Peppermint, and Winter Candy Apple are expected to return, as well as Moonlit Goddess. There are also several brand-new fragrances hitting shelves for the first time, like Santa’s Milk & Cookies, Simmer & Spice, and a holiday aromatherapy collection featuring Vanilla + Nutmeg and Eucalyptus + Pine. Bath & Body Works plans to make gifting even easier by introducing a dedicated gifting wall in stores.
The holiday quarter is the most crucial sales period for Bath & Body Works, making up 38% to 40% of its annual sales. To manage the increased demand, the company hired more than 32,000 seasonal associates across North America for the 2025 holiday season.
“The holidays are such a special time in our stores,” Ron Ford, Chief Stores Officer at Bath & Body Works, said in a statement. “It’s when the magic really comes alive, thanks to our incredible associates. We’re all about creating joyful, personalized moments through scent storytelling and hands-on product demos that truly bring our brand to life. It’s those real, human connections that make every visit feel memorable.”
