Fans Can Now Smell Stranger Things and Bridgerton in Their Homes

US retailer Bath & Body Works is known not just for its bodycare products, but also for its collection of home fragrances. And recently, the brand has captured the imaginations of Netflix viewers by collaborating with the streaming platform to release lines of themed products based on some of the world’s biggest hit shows.

The partnership began earlier this year with a ‘Bridgerton’ collaboration - creating bodycare products, candles, hand soaps and sanitisers that tied into the show, not just with their scents but also with their regal packaging and marketing. Now Bath & Body Works has released another limited edition collection - this time with the nostalgic (and slightly spooky) ‘80s vibes of ‘Stranger Things’.

Chapter one of the drop includes four new scented candles inspired by the smells and flavours of Hawkins, Indiana, and its fan-favourite inhabitants. From ‘Hopper’s Coffee’ to ‘Argyle’s Pineapple Pizza’, the scents will transport anyone into the world of ‘Stranger Things’ as they await the release of season five. The campaign also includes a promotional spot featuring star of the show Priah Ferguson which teases that the ‘Stranger Things’ are just beginning…

To hear more about the Netflix partnership and how our olfactory sense can further immerse fans in their favourite series, LBB spoke with Bath & Body Works’ chief marketing officer, Jamie Sohosky, and chief merchandising officer, Betsy Schumacher.

LBB> B&BW has been working with Netflix for over a year - how did this partnership  first come about?

Jamie> Our partnership with Netflix was established with the goal of leveraging Bath & Body Works’ expertise as an authority of fragrance to transform the viewing experience for consumers. Scent is the most evocative of all our senses, and we’re thrilled to partner with Netflix to bring these one-of-a-kind fragrances to life and transport viewers into their favourite stories and scenes — from London’s Regency Era to 1980s Hawkins, Indiana. The limited-edition ‘Stranger Things’ candles will be a must-have as Bath & Body Works and ‘Stranger Things’ fans alike prepare to binge re-watch seasons one through four.

LBB> You hinted at your previous ‘Bridgerton’ collaboration there — why was that show the ideal initial partner for Bath & Body Works’ products and audience?

Jamie> Fans of Netflix’s ‘Bridgerton’ series are in love with the atmospheric escapism, and we wanted to further that excitement with the power of fragrance. We knew our customers would love the collection as much as we did, and the outpour of excitement and buzz on social media confirmed that Bath & Body Works customers and Netflix viewers alike longed for a collection like this.

LBB> As you said, this new campaign is themed around another hit Netflix show, ‘Stranger Things’. Where did the idea come from?

Jamie> When Netflix came to us with the opportunity to partner on ‘Stranger Things’, we knew it would be a hit. The fandom for both brands is so strong and the supernatural nature of the show allowed us to do some new and different things with the product and in marketing to truly surprise and delight customers.

LBB> Tell us a bit about the Chapter One Candle Drop - how did you develop the four different scents? 

Betsy> At Bath & Body Works, everything we do is rooted in the power of fragrance, and our collaboration with ‘Stranger Things’ is the latest way we are bringing that innovation to life.  For this first drop, we focused on delivering quality fragrances that uniquely embody the characters, scenes and icons from the show. Our partners at ‘Stranger Things’ helped bring just enough strange to the collection to thrill both fans of the show and Bath & Body Works alike.

Some examples of how we created these authentic scents and more behind the inspiration: 

In creating Hopper’s Coffee, we looked to capture the essence of a steamy (and slightly over-brewed) cup of diner coffee. In addition to capturing the perfect coffee note, we added a splash of half-and-half to create the added depth and dimension to the fragrance.

For Argyle’s Pineapple Pizza - some would argue it’s its own unusual combination — we wanted to create a fragrance reminiscent of a traditional margherita pizza with a tropical twist. Pizza-scented candles are rare, but this one is truly unique as you smell the initial burst of fresh sliced pineapple and Italian lemon herbs that then intertwines with the herbaceous charm of oregano.

Bath & Body Works customers have treasured our ice cream-inspired fragrances over the years, so when we created Steve’s Scoops we wanted to blend classic flavours that capture the innocence and nostalgia of the ice cream parlour in the rich, velvety vanilla and golden waffle cone with a spark of charm and sweetness in the parlour sprinkles.

We couldn’t deliver this foodie-inspired collection without a nod to Eleven’s beloved frozen waffles. This unique scent opens with the mouthwatering notes of freshly toasted waffles with their crisp, golden edges and as the fragrance unfolds, you experience a buttery warmth and luscious maple syrup note that evokes the simple pleasures of a sweet, sticky stack of waffles.

LBB> Which of the scents was hardest to perfect? Were there lots of iterations before you landed on the right ones?

Betsy> When creating a collection, we always start with a variety of fragrance options to give us room to edit the list and get to a perfect assortment. Flavour is always a major point of inspiration as we look for olfactive inspiration and opportunities to innovate our fragrance portfolio and it was particularly important in developing this candle collection. We’re incredibly proud of the fragrance innovation that went into this collection as it introduces truly one-of-a-kind fragrances that blend familiar scents with unique and surprising ingredients.

LBB> Who worked on the designs for the packaging? How did you ensure the products had that ‘80s nostalgia, as well as the ‘strangeness’ of the series?

Betsy> We have an exceptional in-house team who designs all our products. They brought elements that are iconically ‘Stranger Things’ into one of our most iconic products, our 3-Wick Candle. Just like every other aspect of the collaboration, they partnered with Netflix along the way to ensure the finished products are as highly coveted and collectible as they are essential for enhancing the viewing experience.

LBB> How is the process of working with the Netflix marketing team? How collaborative are these projects? 

Jamie> The process of working with Netflix is highly collaborative. Our marketing teams work in lockstep with one another and we partner extremely closely to bring these campaigns to life and ensure they are truly a perfect amalgam of our two brands. You can see it brought to life in this first chapter of the campaign — our campaign brings the nostalgia of the show to life, blending the iconic elements of ‘Stranger Things’ with the limited-edition Bath & Body Works products. 

The campaign includes retro-inspired in-store and digital marketing and social media content complete with an ‘80s inspired soundtrack. Then with the flickering effect ‘Stranger Things’ is known for, you see the product in a different light and can tell that something strange is lurking.