Bath & Body Works taking its men’s business on the road with pop-ups, sports celebs
Bath & Body Works is amping up marketing efforts for its growing men’s personal care and grooming business.
To reach new customers, the personal care and home fragrance retailer is opening pop-ups that showcase its men’s products (“Men’s Shop”), with the pop-ups located alongside key sporting events in nine markets. The pop-up tour includes 14 tentpole stops and surprise mid-week stops planned along the route. It starts on Oct.28-29 at American Dream, in the Meadowland Sports Complex in East Rutherford, N.J., with its last stop on Dec. 18, in Miami.
Bath & Body Works has grown its men’s category nearly 50% in the past three years, with a lineup that incudes 200 grooming products across hair, beard and skincare. The tour will showcase Bath & Body Works' assortment across category with an immersive experience.
Visitors can expect giveaways of full-size products (while supplies last) and coupons for a free full-size product, product tester stations and MVP-inspired photo opps. There will also be meet and greets with local celebrity athletes at select events.
Bath & Body is promoting its men’s products at a time when the global male grooming market is booming. According to a September 2023 report from Statista, the market is expected to grow approximately 43% by 2028 (compared to 2022). Bath & Body Works' said its men's shop is one of the fastest growing categories in portfolio of personal care products.
“Bath & Body Works, is bringing our Men's Shop to guys who have no idea that we're in the men's grooming game,” said Maurice Cooper, chief customer officer at Bath & Body Works. “"More men than ever are embracing self-care and we're uniquely positioned to equip them with a selection of high-quality, affordable fragrances and grooming products in a way no other brand can. We're raising our game and elevating our brand to invite men everywhere to make the Men's Shop their own."
The retailer is partnering with professional and collegiate football stars on the traveling experience. San Francisco 49ers running back Christian McCaffrey, Baltimore Ravens wide receiver Zay Flowers and The Ohio State University's star wide receiver, Marvin Harrison Jr. are among those will who join Bath & Body Works to promote their favorites from the retailer’s men’s shop.
Bath & Body Works has 1,820 company-operated locations in the U.S. and Canada and more than 440 international franchised locations in addition to an online storefront.