Bath & Body Works, the iconic beauty and fragrance retailer, is taking a bold step to connect with the next generation of consumers. This fall, the brand will bring its most popular body care, fragrance, and home products to 600 college campus stores across the United States—a move marking its largest distribution effort outside of its own retail locations.
Reaching Gen Z Where They Shop
With fragrance mists, body care, lip care, hand soaps, candles, wallflower diffusers, and sanitizers, Bath & Body Works is tailoring its product offering to resonate with Gen Z students. Signature scents such as Champagne Toast, Warm Vanilla Sugar, and Mahogany Teakwood have been selected based on their popularity with younger consumers.
Betsy Schumacher, Chief Merchandising Officer, emphasized:
“Expanding into college campuses allows us to reach our Gen Z customers where they are and when they need us most. By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.”
This initiative also demonstrates Bath & Body Works’ strategic shift toward third-party distribution, testing new channels to meet customers “in the path of their daily lives,” while adapting product assortments to local demand.
Strong Market Appeal Among Teens
The move is backed by data: recent Piper Sandler research shows that Bath & Body Works is the favorite fragrance brand among teens and ranks as the third most liked beauty destination. The brand has consistently demonstrated its ability to appeal to younger demographics—a key factor in driving long-term loyalty and growth.
Innovation in Retail Experience
In addition to campus expansion, Bath & Body Works continues to enhance its in-store experience with initiatives such as Gingham+, a new technology-enabled store design featuring updated layouts, scent bars, larger aisles, and more shopping space. Its loyalty program, My Bath & Body Works Rewards, recently reached a record 38 million members, underscoring the brand’s connection with consumers.
Financial Performance and Leadership
Bath & Body Works has experienced a mix of financial results recently. After a Q4 decline of 4.3% in net sales, Q1 rebounded with a 3% increase to $1.4 billion. The retailer also appointed Daniel Heaf, former Nike executive, as CEO, signaling a renewed focus on growth and innovation.
How Star Brands Consulting Group Can Help
At Star Brands Consulting Group, we help retail, lifestyle, and consumer brands navigate expansion, distribution, and franchise growth strategies. For brands like Bath & Body Works, our expertise can support:
- Strategic market entry and expansion planning, including college campuses, high-traffic retail, and third-party channels
- Consumer insights and demographic targeting, ensuring products and messaging resonate with Gen Z and other key audiences
- Retail network optimization, from flagship stores to smaller-format or off-mall locations
- Franchisee and partner support, guiding growth while maintaining brand consistency
We provide end-to-end solutions to help brands connect with customers in innovative ways and grow sustainably in competitive markets.