Where Holiday Spirit Meets Scent: Bath & Body Works Unveils Immersive Holiday Campaign

November 3rd, 2025

Where Holiday Spirit Meets Scent: Bath & Body Works Unveils Immersive Holiday Campaign

COLUMBUS, Ohio, Nov. 3, 2025 - Bath & Body Works launches its holiday campaign today, full of joyful, fragrance-forward experiences designed to delight consumers at every touchpoint. From immersive marketing moments in iconic spaces to festive store environments, the brand is creating a season full of discovery and connection.

Marketing that starts with scent

Bath & Body Works' holiday campaign starts with scent, inviting consumers to experience fragrance wherever they are. The campaign brings three signature scents-Fresh Balsam, Snowflakes & Cashmere and Twisted Peppermint-to life through film, digital, out-of-home, a 3D billboard, and multisensory experiences in iconic spaces.

Interactive kiosks will pop up in 46 high-traffic malls, inviting shoppers to explore, engage and experience our brand firsthand. The brand is popping up in train stations in Grand Central (New York City) and Clark and Lake (Chicago, IL), transforming everyday commutes into unexpected brand encounters. Bath & Body Works is the first brand to scent Grand Central during peak holiday travel, surrounding commuters with the crisp, green notes of Fresh Balsam.

And for the ultimate sensory experience, Bath & Body Works is offering "scent-igrations" in select theaters across New York, Los Angeles and Chicago where moviegoers will watch the brand's new holiday ad spot while Fresh Balsam fills the air.

Stores are designed to inspire holiday cheer, featuring train-inspired launch fixtures. Thirty pilot stores feature seasonal window displays as part of the holiday rollout, telling the story of the season and drawing shoppers in to explore the expanded square footage and curated assortments across multiple categories. Interactive try-and-smell stations turn browsing into quick fragrance discovery.

"We're bringing the holiday season to life for consumers in new and unexpected ways," said Jamie Sohosky, chief marketing officer. "By diffusing our signature Fresh Balsam scent into iconic places like Grand Central Station and movie theaters, we're creating moments of joy and festive spirit that reach consumers wherever they are-making the magic of Bath & Body Works part of their everyday experiences."

Iconic products perfect for gifting

From cozy, returning classics to sparkling new favorites, Bath & Body Works recently unveiled its latest 2025 holiday collection Consumers can rediscover classics like Vanilla Bean Noel, Twisted Peppermint, and Winter Candy Apple, while exploring exciting additions such as Moonlit Goddess-now available in body care and home fragrance.

The brand also introduces fresh seasonal fragrances, including Santa's Milk & Cookies, Simmer & Spice, and a holiday aromatherapy collection featuring Vanilla + Nutmeg and Eucalyptus + Pine.

Plus, Infinite Radiance brings a festive twist to the Everyday Luxuries line, ensuring more ways than ever for shoppers to find their perfect holiday scent.

Gifting is now easier than ever with the introduction of a gifting destination wall in stores, offering ideas and ensuring consumers find everything they need for the special people in their lives.

People power the magic

The holidays are brought to life in stores by Bath & Body Works associates. With more than 32,000 seasonal associates in place, the brand is focused on creating joyful, personalized experiences for every consumer that comes through the doors. Associates are ready to spark conversations, offer tailored recommendations, and keep energy high, increasing ease and convenience for consumers in-store.

"The holidays are such a special time in our stores," said Ron Ford, chief stores officer. "It's when the magic really comes alive, thanks to our incredible associates. We're all about creating joyful, personalized moments through scent storytelling and hands-on product demos that truly bring our brand to life. It's those real, human connections that make every visit feel memorable."

Bath & Body Works' holiday experiences-both in stores and across iconic spaces-underscore the role of fragrance in creating memorable moments. For details and to shop the season, visit bathandbodyworks.com.