Bath & Body Works’ holiday campaign includes scenting NYC subway, movie theaters
Bath & Body Works is bringing its seasonal fragrances to life for the holidays through film, digital and multisensory experiences in public spaces.
The personal care and home fragrance company said it will be the first brand to scent Grand Central Terminal in New York City during peak holiday travel with its crisp Fresh Balsam fragrance. The holiday scent will be diffused throughout the Shuttle platform at the station and the corridor leading from the platform to three different subway lines. The scent will be supported by ads throughout Grand Central. (Click here to see the ad.)
In addition, Bath & Body Works is offering “scent-igrations” in select movie theaters across New York, Los Angeles and Chicago where moviegoers will watch the brand’s holiday ad spot while Fresh Balsam fills the air in the theater auditorium.
As part of the campaign, interactive kiosks will pop up in 46 high-traffic malls, inviting shoppers to explore and experience the brand firsthand. Bath & Body Works is also enhancing its stores to inspire holiday cheer, featuring seasonal-inspired train‑inspired fixtures. The company is also debuting a gifting destination wall.
Thirty pilot stores feature seasonal window displays as part of the holiday rollout, telling the story of the season and drawing shoppers in to expore curated assortments across multiple categories. The stores also feature interactive try‑and‑smell stations.
“We’re bringing the holiday season to life for consumers in new and unexpected ways,” said Jamie Sohosky, chief marketing officer, Bath & Body Works. “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.”
In September, Bath & Body Works announced plans to hire more than 30,000 seasonal associates across the United States, Canada and Puerto Rico to support its nearly 1,900 North American stores, along with more than 2,000 full-time roles at its five Ohio-based distribution centers.
