Bath & Body Works is set to broaden its product offerings this fall with the introduction of its inaugural fabric care collection.
The New Albany-based retailer’s decision to launch a new product line comes in response to customer demand, with many expressing a desire for options that incorporate the retailer’s fragrances into their laundry routines.
Julie Rosen, the president of Bath & Body Works, expressed enthusiasm about meeting customers’ needs, stating, “Knowing our customers love to experience their favorite fragrances in a multitude of ways, we’re excited to leverage our core strengths and competitive advantage in fragrance and innovation to venture into this exciting new category.”
In an effort to engage its loyal customer base, the company is incentivizing participation in its loyalty program by granting members the privilege of selecting their preferred scents to be featured in the new collection ahead of others.
Until May 29, 2023, members of the My Bath & Body Works loyalty program can vote for their preferred fragrance from a selection of 14 scents. The winning fragrances will be introduced into the upcoming fabric care category later this year.
Following the voting process, the five fragrances that receive the highest number of votes will be featured in an exclusive early-access shopping event for loyalty members preceding the official launch of the full fabric care collection. Additionally, loyalty members will have the opportunity to be the first to sample the fabric care products before they are made available to the general public.
The company said its focus on promoting the loyalty program is yielding positive results, with My Bath & Body Works Rewards members now contributing to two-thirds of its total sales.
Photo credit: Bath & Body Works
