Introducing the “Come Back to Your Senses” campaign
Bath & Body Works has recently launched an innovative and engaging creative campaign called “Come Back to Your Senses.” This initiative focuses on encouraging busy individuals to take a much-needed break during the hectic holiday season. As a part of this campaign, the brand unveiled a massive 10-foot-tall candle in New York City’s Herald Square. This giant candle, inspired by the popular Tis the Season holiday item, symbolizes the company’s largest candle offering to date.
The primary objective behind this campaign is to inspire people to prioritize self-care and embrace relaxation in their daily lives. By incorporating Bath & Body Works’ aromatic products into one’s routine, the campaign highlights the benefits individuals can experience in terms of reduced stress and improved overall well-being during the often chaotic and overwhelming holiday season.
A multi-platform promotional strategy
The “Come Back to Your Senses” campaign features a comprehensive promotional push, including video, out-of-home, radio, and social media components. With captivating advertisements designed to transport viewers from their everyday stresses into enchanting, aroma-filled settings, this campaign seeks to establish a soothing and immersive experience for consumers. Notably, this innovative approach comes at a time when consumer anxiety levels are heightened due to economic concerns and global issues.
By tapping into its audience’s desire for escapism and relaxation, Bath & Body Works aims to create a calming sensory experience that showcases their products in a fresh and enticing manner. Furthermore, these multi-platform ads emphasize the benefits of incorporating the brand’s offerings into daily habits, fostering a sense of calm and well-being amidst the chaos of modern living.
A partnership with The Community
This campaign marks the first collaboration between Bath & Body Works and their newly-appointed agency of record, The Community. Maurice Cooper, Chief Customer Officer at Bath & Body Works, described the campaign as an effort to “assist our customers in slowing down, resetting, and unleashing the power of fragrance.” Grounded in the brand’s core principles, this sensory-driven initiative encourages individuals to rediscover their surroundings through customized, immersive experiences brought to life by captivating scents.
The “Come Back to Your Senses” campaign plans to utilize various platforms, such as engaging social media content and stimulating in-store events, to inspire customers to focus on the present moment and cherish the simple joys of reconnecting with their senses.
Responding to trends in fragrance and self-expression
Cooper also noted that the increasing customer demand for personal and home fragrances as a form of self-expression represents an exciting new direction for the brand. Bath & Body Works is committed to developing unique and alluring scents catering to diverse preferences, further solidifying their standing in the fragrance industry. To this end, they plan to continually innovate and broaden their product range, offering customers the opportunity to express themselves through a carefully curated collection of fragrances.
Expanding platform in New York City
The choice of New York City for the oversized candle reveal serves to emphasize the constant hustle and bustle associated with the city’s image. Bath & Body Works and The Community plan to expand on this platform in 2024. The unrelenting energy and activity present in the city perfectly align with the brand’s mission of creating inviting environments through their products. By partnering with The Community, they aim to foster a sense of unity and celebrate the ever-changing culture of New York City.
Focusing on growth despite sales decline
Bath & Body Works experienced a 2.6% decline in net sales in the third quarter. However, the company is concentrating on improving margins, optimizing costs, and leveraging the loyalty program they introduced last year. The brand’s focus on these strategies has enabled it to maintain profitability even in the face of a challenging market environment. In particular, the loyalty program has demonstrated significant promise in boosting customer retention rates and driving long-term growth for the company.
First Reported on: marketingdive.com
FAQs – “Come Back to Your Senses” Campaign
What is the “Come Back to Your Senses” campaign?
The “Come Back to Your Senses” campaign is an initiative by Bath & Body Works that encourages busy individuals to prioritize self-care and relaxation during the hectic holiday season. The campaign uses various promotional strategies and platforms, such as videos, out-of-home, radio, and social media, to create a soothing and immersive experience for customers.
What was the purpose behind the giant candle in Herald Square?
The massive 10-foot tall candle unveiled in Herald Square, New York City, represents the company’s largest candle offering to date and symbolizes the essence of the campaign. This unique promotional activity aims to remind people of the importance of self-care and relaxation during the holiday season.
What is the objective of this campaign?
The primary objective of the “Come Back to Your Senses” campaign is to inspire people to prioritize self-care and embrace relaxation, using Bath & Body Works’ aromatic products in their daily lives. This, in turn, can help reduce stress and improve overall well-being during the often chaotic and overwhelming holiday season.
What are the promotional strategies employed in this campaign?
This campaign features a comprehensive promotional push, including video, out-of-home, radio, and social media components. Through captivating advertisements and immersive experiences, the campaign plans to establish a soothing environment for consumers and emphasize the benefits of incorporating Bath & Body Works products into daily routines.
Who is their partner in this campaign?
Bath & Body Works has partnered with their newly-appointed agency of record, The Community, for the “Come Back to Your Senses” campaign. The partnership aims to develop creative and engaging content across various platforms and in-store events to inspire customers to focus on the present moment and appreciate the benefits of reconnecting with their senses.
What are Bath & Body Works’ plans regarding fragrance and self-expression trends?
Bath & Body Works plans to develop unique and alluring scents that cater to diverse preferences in response to the increasing customer demand for personal and home fragrances as a form of self-expression. The company aims to continually innovate and expand its product range, providing opportunities for customers to express themselves through a carefully curated collection of fragrances.
How will the campaign expand in New York City in 2024?
Bath & Body Works and The Community plan to expand on this campaign in New York City in 2024 by creating inviting environments through their products and fostering unity amidst the ever-changing culture of the city. They aim to use the unrelenting energy and activity of New York City as a platform to emphasize the importance of self-care and relaxation.
What are the company’s growth strategies given the recent sales decline?
Despite experiencing a 2.6% decline in net sales in the third quarter, Bath & Body Works is focusing on improving margins, optimizing costs, and leveraging the loyalty program launched last year. These strategies have enabled the company to maintain profitability in a challenging market environment, with the loyalty program showing promise in boosting customer retention rates and driving long-term growth.
