Bath & Body Works Invites Everyone to Come Together through the Power of Fragrance This Festive Season

Bath & Body Works has released its latest campaign, which also happens to be the community’s first campaign as their Agency of Record. 

The campaign, which is kicking off a new creative platform, is coming to life via video, activations, OOH, radio, digital, and social. And it’s all about inviting you to “Come Back to your Senses'' — to reconnect and wake up your senses through scent. 

To set the scene, the world around us is increasingly hectic, and we’re often forgetting to stop and appreciate everything around us. With that in mind, Bath & Body Works is inviting everyone to come back together through the power of fragrance.

And they are kicking things off by bringing the fragrance of the holidays to the streets of New York! The city that never sleeps, the city that’s always on the go. And that’s part of what makes New York City so special, but sometimes it’s nice to slow down and appreciate the city around you. 

So, to celebrate the season (and Bath & Body Works’ annual Candle Day), the team are dropping Bath & Body Works’ biggest candle yet at Herald Square on Thursday, November 30 and Friday, December 1. Standing 10 feet tall, the team have recreated the fan favourite Tis the Season candle, making for the perfect scent interruption for New Yorkers lost in the hustle and bustle of the city. The exact location is the south side of Herald Square at the corner of 6th Avenue and 34th Street. See attached for a hero image of the candle. 

And keep an eye out, as the team will continue to bring this piece of the campaign to life in interesting and fun new ways throughout the next year.

“Bath & Body Works’ ‘Come Back to Your Senses’ campaign is meant to help our customers slow down, reset, and unleash the power of fragrance,” said chief customer officer Maurice Cooper. “It’s an exciting moment as we offer a reappraisal of our brand, sparked by growing demand by consumers seeking personal and home fragrances to express themselves.”

To further bring the campaign to life, the community created three films, all about Coming Back to your Senses. The films create a magical and surreal environment that invites you to imagine yourself in the most beautiful scent-infused experiences. Together with the energy and emotion of music, the idea is to reconnect with yourself, your environment, and your senses. It’s worth nothing that much of the experience that you see within the campaign was created practically on set, not in post-production.

“This is the beginning of a great partnership with Bath & Body Works and the community. And it has felt that way since day one. We connected immediately. They love great work as much as we do! And it’s refreshing to see how committed they are to it. To start our partnership with a giant candle is just the cherry, or candle, on top”, said Joaquin Molla, founder and CCO of the community.

And the campaign is also tied to a broader brand effort that’s laser-focused on giving customers what they want, and the growth of Bath & Body Works men’s business is no exception to that idea, or to the idea of Coming back to your senses. Last month, Bath & Body Works announced they were taking their Men’s Shop on the road and teaming up with MVP athletes to promote their favourites from more than 200 men's grooming products across hair, beard, and skincare. The tour will showcase Bath & Body Works' men's fragrance and grooming products with an immersive pop-up experience that will allow customers to experience the wide array of offerings and to come back to their senses.