BATH & BODY WORKS

Come Back To Your Senses

Bath & Body Works has built its legacy on iconic scents.

But in an oversaturated beauty landscape, the brand needed a new way to stand out - and connect with a younger generation that never even had them on their radar.

So we asked: what are Gen Z really paying attention to right now?
Not fragrance - their devices.

Gen Z check their phones over 200 times a day: to connect, escape, and relive memories.

We realized those are the exact things that scents can do. And the most powerful “device” for doing that is something we all already have - our nose.

Inspired by the theatrical launches of tech’s biggest keynotes, we reintroduced the nose as a tool to pause, reconnect, and come back to your senses through the power of fragrance.

To bring the idea to life, we cast Emmy Award-winner Jessica Williams, whose warmth and wit embody the art of slowing down and tuning in - proving that even in a high-tech world, Bath and Body Works scents still hold unmatched power.

Director: Rodrigo Valdes, DP: Rodrigo Prieto, Photo: Peter Yang
Made at The Community with Gabriel Gama, Guilherme Grossi, Zach Stoner, Peter Alsante

Visually, this campaign is all about contrast: juxtaposing the high tech world vs low tech, sensory escapes - flower fields, teen bedroom (nod to ‘90s nostalgia), forest, bathtub.

Through contextual placements in subways, airports, and city streets, we reminded people that the quickest escape from the everyday isn’t digital or physical, but sensory.

KEY RESULT

Brand awareness amongst Gen Z increased nearly 10 percent as we showed up in places where they already were to drive the conversation - publications, on social, and in their day to day.

In doing so, we reframed B&BW as more than an old-school product brand. By elevating it to something that our audience relates to, it created a conversation in culture.