Beauty / news
Bath & Body Works Kicks Off Holiday Season With Zooey Deschanel Campaign
Bath & Body Works launched its holiday campaign on Monday, October 26, with actress Zooey Deschanel fronting the Season of Wonder collection, a push arriving as the retailer looks to protect a gifting period that drives roughly 40% of its business.
The fragrance and body-care retailer went live with the holiday-themed campaign on Monday, October 26, a date merchandising executives describe as the company's formal "lights-up, curtains-up" start to the season. Holiday displays had already begun appearing in stores before that marker.
Deschanel, known for roles in "Elf" and "New Girl," fronts the Season of Wonder collection, which spans hand soaps, body care and fine fragrance. The lineup brings back holiday scents including Snowflakes & Cashmere and Moonlit Goddess and adds a new entry, Vanilla Cocoa Flurries, a white chocolate-coconut blend.
Kristie Lewis, executive vice president of merchandising at Bath & Body Works, said consumer holiday mindsets keep moving earlier each year, which helps explain the company's decision to fix a firm start date rather than wait for a natural seasonal cue.
The stakes are considerable. Lewis said the holiday shopping season generates roughly 40% of the company's overall business, making the gifting window a decisive stretch for the retailer.
In its fourth-quarter earnings report, Bath & Body Works recorded $2.7 billion in net sales for the quarter ending January 31, a 2% decline from the same period a year earlier.