BBWI - Bath & Body Works to enter fabric care category this fall with new products

2023-05-22 08:20:50 ET

Bath & Body Works ( NYSE: BBWI ) said it will expand to the laundry category this fall with the launch of the retailer's first ever fabric care collection. Ahead of the launch, the retailer is giving its most loyal customers a voice in shaping how the assortment comes to life.

The launch of the laundry category is noted to be a direct result of enthusiastic customer requests to bring the retailer’s fragrances to laundry care. Bath & Body Works’ ( BBWI ) consumer research indicated that 77% of shoppers love getting complimented about the scent they wear, and the company is seizing the opportunity to reinvent the laundry category and give consumers a way to bring their favorite fragrances to yet another part of their lives.

In preparation for the new product launch, the retailer is polling members of the My Bath & Body Works loyalty program on their favorite fragrance across the 14 Bath & Body Works-exclusive scents coming to the fabric care category later this year.

"Our customers guide every decision we make so we’ve integrated voting technology within our loyalty platform to enable customers to directly influence how we launch products for the first time ever," noted Chief Marketing Officer Jamie Sohosky.

The five fragrances that receive the most votes will be available in an early access shopping event exclusively for loyalty members prior to the full collection launch this fall.

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