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Bath & Body Works Spotlights Scent's Power in Emotional Connection

Bath & Body Works, a global leader in personal care and home fragrance, is launching a campaign to remind consumers of the significance of their sense of smell. Under the theme "Come Back To Your Senses," the brand underscores how aroma can stir emotions and trigger memories, enriching everyday experiences.

Aiming for Connection Through Scent

As Jamie Sohosky, Chief Marketing Officer at Bath & Body Works, explains, today’s world has become increasingly digital, where visuals and sounds dominate. Yet, the often-overlooked sense of smell plays a crucial role in linking us to life’s vibrant experiences, ranging from a joyful beach day to the warmth of cherished family gatherings, or even a signature scent that evokes personal identity. The brand's mission is to highlight this vital connection and ensure that no one overlooks the importance of fragrance in their daily lives.

The campaign features a new advertisement starring Emmy Award-nominated actress Jessica Williams, known for her work in AppleTV+'s "Shrinking." She portrays the transformative power of scent through a unique lens, showing how fragrance can transport her into different places and times—a much-needed reminder of smell's emotional influences in an age dominated by technology.

Engaging the Senses in the Modern World

This summer, Bath & Body Works plans to further integrate fragrance into cultural experiences through their Scent x Sound Labs. Festival-goers at events like Just Like Heaven and Sand in My Boots will enjoy a multi-sensory experience where fragrances meld with music to create lasting scent-memory connections. This immersive interaction aligns with Bath & Body Works' mission to explore how fragrance enhances the quality of life.

According to their recent "Scent Senses" survey, 86% of consumers admit they often take their sense of smell for granted. Yet, a remarkable 78% believe it contributes significantly to their well-being. These findings illustrate a contradiction: while many recognize the importance of scent, it frequently remains absent in digital realms, where sight and sound prevail.

Survey Insights Reveal Consumer Attitudes Towards Scent

The April 2025 Scent Senses survey, which included over 1,500 U.S. adults aged 18-65, revealed several key insights:

• - Fragrance Enhances Life: A striking 72% of respondents agree that scent elevates their quality of life.
• - Essential to Self-Care: Two-thirds (65%) feel fragrance is crucial for self-care, with half of the participants (50%) equating a day without beloved scents with a day devoid of sunshine.
• - Transportive Experiences: Nearly 80% of respondents felt that fragrance possesses the ability to transport them back to specific moments or places.

The Role of Scent in Relationships

The survey further delves into how scent affects interpersonal relationships. 65% of respondents expressed confidence in identifying their romantic partner by scent alone if blindfolded, and 74% admitted being more inclined to pursue someone who smells appealing. This suggests that fragrance influences attraction and can significantly affect social interactions, as 80% stated that unpleasant odors deter them.

Interestingly, while scents may enhance romantic potential, many consumers choose fragrances for personal pleasure rather than to attract potential partners. In fact, 58% of Gen Z respondents revealed they select perfumes solely based on their preferences, irrespective of attracting others.

Looking Ahead: The Campaign Launch

Bath & Body Works will debut the new advertisement featuring Jessica Williams on May 3, 2025, amid prominent events like the Kentucky Derby and the NBA Conference Semi-Finals, followed by its introduction on several streaming platforms. The campaign aims to resonate with a wide audience, reminding them that the power of scent shapes their daily experiences and emotional connections.

For 35 years, Bath & Body Works has been a leader in fragrance, offering products that cater to every mood and emotion. To experience the full range of Bath & Body Works' offerings, customers can visit their local stores or explore online at bathandbodyworks.com.

Through innovative, engaging strategies, Bath & Body Works is not only reestablishing the essential role of fragrance in everyday life but also inviting consumers to celebrate the connection between scent and memory. It’s a heartfelt call to action: let scent enhance your life.